Nielsen to use Cell Phone Device to Track Out of Home Viewing
Beginning in September, Nielsen will release national ratings for television viewing outside the home in places like bars, hotels, gyms and offices, the company announced today. For decades, Nielsen has rated television viewing based only on what viewers in its panel watch while they are home. The moment those viewers traveled or went to the gym, however, any television they watched was not recorded.
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The ratings will be calculated using cellphone tracking devices that recognize programs by sounds. The cellphone will be provided free to 4,700 participants, who will be paid a small fee each month. The participants pay their own cellphone bills. Integrated Media Measurement has recruited 3,000 people who are in six cities — New York, Los Angeles, Miami, Chicago, Denver and Houston — and Nielsen will recruit 1,700 others, aiming for them to be demographically representative. [ MORE ]
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