Nielsen Goes Outside of the Home
Ratings Company Teams Up with Integrated Media Measurement
By Linda Moss -- Multichannel News, 4/12/2007 12:53:00 PM
Nielsen and Integrated Media Measurement will launch a co-branded service this fall that will measure TV viewing that takes place outside of the home.
The service, expected to debut in September, will mark the first time Nielsen will offer ongoing audience estimates of television viewing in out-of-home locations such as offices, fitness clubs, hotels and bars.
Nielsen will offer a national out-of-home measurement service, as well as local out-of-home services in New York, Chicago, Los Angeles, Miami, Houston and Denver, which are the first markets in which IMMI has established panels. The six local services will each have a participating panel of about 500 people, or a total of 3,000 participants.
The sample for the national service will be comprised of a portion of participants from the local services, plus an additional 1,700 national panelists to provide a greater representation of the rest of the United States. The national panel will be weighted to be representative of the entire nation and will have an effective sample size of about 2,500 panelists.
The new out-of-home measurement service builds on Nielsen’s Anytime Anywhere Media Measurement (A2/M2) initiative, which seeks to measure television viewing on every platform where it is available. It will be offered to clients as a stand-alone service, and it will be separate from Nielsen’s current in-home, national and local television-ratings services.
Sample participants will be asked to carry mobile phones that include metering technology developed by IMMI. The phones will collect passive digital signatures from television telecasts that IMMI will match with audio signatures collected by IMMI from actual telecasts. The signatures will be transmitted to IMMI computer servers for reporting.
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