Nielsen Launching Out-of-Home Ratings

National TV measurement service to use portable people meters

Nielsen said that it will use its portable people meters to measure out-of-home viewing for national television clients.

Viewing in bars, restaurants, health clubs and offices can be significant for sports and news networks, and some like CNN and ESPN have already taken steps to get out-of-home viewing included when they sell ads. Nielsen has been working toward Total Audience Measurement, counting viewership on different platforms and devices.

Nielsen’s out-of-home service will provide both program and commercial ratings when the service launches in April, with date effective to January 2017.

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Heads Up!

Total audience measurement’s next target — attentiveness — will change everything