Television networks whose programming is seen in such out-of-home venues as airports, restaurants and offices are getting a welcome lift from Nielsen. Lift as in the incremental size of OOH audiences beyond traditional ratings metrics.<\/p>\n

Time Warner\u2019s CNN and Turner Sports this week signed on for Nielsen\u2019s OOH measurement service, which uses a panel of 77,000 people across the top 44 DMA\u2019s to capture viewing that has typically gone uncounted.<\/p>\n

\u201cThis really enables the industry as a whole to assign value to the audiences that are being captured and not currently tracked in the traditional ratings up to this point,\u201d Kelly Abcarian, Senior Vice President, Product Leadership, Nielsen says in this interview with Beet.TV.<\/p>\n

Under terms of the agreement with Nielsen, the Turner units will get viewership credit for both program and commercial ratings for up to seven days of viewing of various pieces of content, as Variety reports<\/a>.\u00a0CNN is the first news network to make use of the Nielsen technology. Disney\u2019s ESPN and 21st Century Fox\u2019s Fox Sports already subscribe to the service.<\/p>\n

For cable sports or cable news, Nielsen has seen lifts on a total day of 8 percent and 6.5 percent, respectively, according to Abcarian.<\/p>\n

The OOH metrics are a separate number that do not contribute directly to C3 or C7 ratings. \u201cBut it is a Nielsen metric that then gets made available to the buying platforms as well to allow buyers and sellers to transact on those audiences,\u201d Abcarian adds.<\/p>\n

As Nielsen adds more networks on a national level to its OOH offering, it\u2019s also making it available to local stations and cable networks.<\/p>\n

\u201cWe really see this as a broad coverage play to ensure that these audiences are being counted across our national ratings and our local ratings alike.\u201d<\/p>\n

The 77,000-person panel, when projected out, represents about 65% of U.S. TV households, according to Abcarian.<\/p>\n","protected":false},"excerpt":{"rendered":"

Television networks whose programming is seen in such out-of-home venues as airports, restaurants and offices are getting a welcome lift from Nielsen. Lift as in the incremental size of OOH audiences beyond traditional ratings metrics. Time Warner\u2019s CNN and Turner Sports this week signed on for Nielsen\u2019s OOH measurement service, which uses a panel of […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[1],"tags":[3884,3898,5144,6402,6680],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/47200"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=47200"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/47200\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=47200"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=47200"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=47200"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}