Nielsen Officially Announces Plan To Use PPMs For TV Ratings Measuring Out-Of-Home Viewing
October 24, 2016 at 10:23 AM (PT)
As previewed last month at ALL ACCESS (NET NEWS 9/30), NIELSEN TODAY (10/24) announced its plans to offer Portable People Meter (PPM) measurement of out-of-home viewing for national television clients, using data from the more than 75,000 PPM panelists in 44 markets already being used in measurement of radio listening. The service will offer both program and commercial ratings for live through live +7 time-shifted viewing, beginning in APRIL 2017 with data measured starting in JANUARY; the numbers will be sold as a stand-alone service but will be incorporated into NIELSEN's currency national TV ratings at a later date.
“ESPN worked with NIELSEN 20 years ago to pioneer the first iteration of out-of-home TV measurement. This new advancement using passive, real-time technology represents a significant leap forward. We know that ESPN is viewed virtually anywhere there is a screen – from sports bars to gyms, hotels and the workplace. While C3, C7 and beyond are useful to measuring catch-up viewing in the home, this new service gives us the ability to capture out-of-home viewing precisely as it happens, and helps us double down on the power and delivery of live sports, while transacting on new, valuable audience segments for advertisers,” said ESPN SVP Global Research and Analytics ARTIE BULGRIN.
“As a leading media company with a diverse portfolio of brands, TURNER recognizes that today’s audience measurement requires constant innovation to capture the full scope of audience behavior. For brands like CNN and TURNER SPORTS with huge and valuable out-of-home audiences, we need to be able to measure consumption regardless of the platform, screen or location,” said TURNER Chief Research Officer HOWARD SHIMMEL. “In collaboration with NIELSEN, we were first-to-market using PPM technology for custom out-of-home solutions for CNN. NIELSEN’s new National TV Out-of-Home Measurement Service will help us drive these capabilities forward.”
“Measuring where consumers watch content, regardless of platform and location, is at the core of NIELSEN Total Audience, and this includes out-of-home viewing,” said NIELSEN EVP, NIELSEN Client Solutions and Audience Insights SARA ERICHSON. “While consumers have always watched TV outside the home, that viewing has not been measured. This new measurement enables both buyers and sellers to understand the incremental reach of advertising messages.”