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The Nielsen Company is a step closer to its stated goal of tracking television viewing wherever it occurs, with its announcement today that it will release national ratings for TV viewing outside the home in places like bars, hotels, gyms and offices.
Nielsen will begin releasing the new ratings in September, writes The New York Times. Viewing will be tracked using cellphone tracking devices that recognize programs by sound. The device will be given to 4,700 participants who will be paid a small fee each month to carry the cell phones (participants pay their own phone bills).
As much as 20 percent to 30 percent of people who watch major sports events may watch them away from their own homes, says David Poltrack, chief research officer of CBS Corporation.
Three thousand participants from six cities - New York, Los Angeles, Miami, Chicago, Denver and Houston - have already been recruited. Nielsen will recruit 1700 others for it to be a demographically representative group.
Nielsen will eventually integrate the out-of-home ratings with its standard at-home ratings.
“This is the first time there will be broad-based measuring of out-of-home viewing,” Taddy Hall, chief strategy officer at the Advertising Research Foundation, is quoted as saying.
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