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Zenith Media Services Inc. will become the first client to use Nielsen and IMMI’s Nielsen Out-of-Home Report, a service that measures out-of-home television viewers.
The report - the first time Nielsen will offer ongoing audience estimates of TV viewing in out-of-home locations like bars, hotels, and airports - will be available in April, according to the companies.
To gather data for the report, Nielsen asks sample participants to carry mobile phones that include metering technology developed by Integrated Media Measurement Inc. The phones collect passive digital signatures from television telecasts that IMMI will match with audio signatures collected by IMMI from actual telecasts. The signatures are then transmitted to IMMI computer servers for reporting.
Nielsen is offering a national out-of-home measurement service as well as local services in New York, Chicago, Los Angeles, Miami, Houston and Denver, which are the first markets in which IMMI has established panels.
The six local services will each have a participating panel of approximately 500 people, or a total of 3,000 participants. The sample for the national service will be comprised of participants from the local services, plus an additional 1,700 national panelists to provide a greater representation of the rest of the U.S. The national panel will be weighted to be representative of the entire U.S. and will have an effective sample size of approximately 2,500 panelists.
Out-of-home networks have been growing exponentially in the past year or so and will continue to do so. Growth in the outdoor advertising sector as a whole will rank second only to internet advertising in ad spending growth, and will total $2.25 billion in the U.S. in 2011, up from $1.26 billion in 2007, according to eMarketer analysis. Out-of-home video advertising networks will comprise the largest component of the “alternative” out-of-home advertising sector.
A trade association for out-of-home video networks, the Out-of-Home Video Advertising Bureau, launched in 2006.
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