MediaPost Publications - Nielsen To Debut Out-Of-Home Viewing Data - 06/19/2008

Nielsen's long-awaited service to track out-of-home viewing, a co-venture, will begin yielding data later this summer. The system offers the tantalizing prospect of measuring viewing in bars, hotels and workout gyms--something networks have argued they don't receive credit for from advertisers.

What will be called the Nielsen Out-of-Home Report--a joint venture with Integrated Media Measurement Inc. (IMMI)--was announced in April 2007 with an expected launch that September. Then the debut was postponed until this past April, and now again until this summer. It will be the first time that Nielsen provides any out-of-home viewing data.

The data that covers viewing of national broadcast and cable networks will be culled from a panel of 4,700. Panelists will carry cell phones from AT&T that run the software that allows tracking of the exposure to programs (participants receive $50 a month).

In addition to the national service, Nielsen will begin offering out-of-home data in six local markets by the end of the third quarter, according to a presentation by Nielsen Senior Vice President Kevin Svenningsen at the Promax industry event Wednesday.

The six local markets--with 500 panelists each--to be tracked are New York, Chicago, Los Angeles, Miami, Houston and Denver.

MediaPost Publications - Nielsen To Debut Out-Of-Home Viewing Data - 06/19/2008

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