The commercial availability of Nielsen‘s National Out-of-Home Reporting Service has arrived, and ESPN is the first client to sign on as a subscriber.
The eagerly awaited opt-in service will provide ESPN — and other television networks that elect to subscribe — with program and commercial ratings for Live through Live + 7 days of time-shifted viewing.
ESPN2 also opts-in to be measured with this service.
“Way before TV was multi-platform, it was multi-place – especially for millions of sports fans,” said Ed Erhardt, who serves as President of ESPN Global Sales and Marketing. “We are very pleased that Nielsen is now able to effectively measure this valuable audience and make the data available to the entire industry. It is a significant step forward in measuring the unmeasured to create an accurate total live audience metric.”
Subscribing networks such as ESPN and ESPN2 will receive individual day data for program and commercial audience estimates delivered on a weekly basis.
Nielsen will combine the in-home viewing from its National TV ratings panel with the out-of-home viewing captured by the PPM, providing clients with actionable data that quantifies the incremental audience that out-of-home viewing delivers.
This new service represents the first electronic syndicated service that measures both in-home and out-of-home audiences.
Nielsen’s national Out-of-Home Reporting Service will also be available to all Nielsen clients including broadcasters, cable networks, sports leagues and agencies.
“Given ESPN’s history as a pioneer in out-of-home measurement we are delighted to have them on board as our lead client,” said Lynda Clarizio, President of U.S. Media for Nielsen. “As consumers routinely watch television outside of their own homes, whether in a bar during a big game or in a hotel or elsewhere, it’s imperative to capture that viewing. Measuring out-of-home audiences is another example of our commitment to providing clients with a more complete picture of their audiences through our Nielsen Total Audience measurement framework.”
The National Out-of-Home reporting service leverages Nielsen’s PPM technology from nearly 77,000 installed panelists. This data will derive from 44 Local TV markets, enabling Nielsen to project what people watch outside of the home across 65% of the TV U.S. household population.
Artie Bulgrin, ESPN’s SVP of Fan and Media Intelligence, commented, “For more than two decades ESPN and Nielsen have been at the forefront of out-of-home measurement. The launch of Nielsen’s National Out-Of-Home Reporting Service will deliver syndicated measurement for a sought-after but untapped audience. This new service is a major milestone in helping the industry measure and monetize this additional viewing.”