Rolling out system to track TV viewing in venues
A year after Nielsen nixed a venture with Arbitron to measure out-of-home viewing with its Portable People Meter, the company is moving forward with its own system to measure away-from-home TV viewing.
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The participants will carry mobile phones with meter technology developed by IMMI, which passively collects digital signals sent out from television telecasts that match to audio signatures collected by IMMI.
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Indeed, a study released earlier this week by Arbitron, based on its PPM device, found that a third of the television audience is watching more than two hours of television per day outside the home. [Press Release about Arbitron Study here]
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When Nielsen pulled out of the venture with Arbitron last year, after investing six years in the project, it promised to come up with an out-of-home measuring system of its own, but the initiative took some time to develop.
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In a March 2006 letter to clients, Nielsen promised to not only begin OOH measurement but also to figure out a way to include iPod and mobile video TV watching in its numbers.
This is all part of Nielsen’s Anytime Anywhere Media Measurement initiative, which aims to provide ratings for all TV platforms, responding to critics who say the company’s way of measuring ratings are out of touch with today’s rapidly expanding technology. [ MORE ]
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