Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Earlier this month Nielsen announced the commercial availability of Nielsen National TV Out-of-Home Preliminary Reporting, which significantly speeds up the delivery of insights of out-of-home audiences.
Nielsen introduced its Out-of-Home (OOH) services last April, but with this new service subscribers will now have the ability to receive individual telecast data within four business days of original airing. This provides the industry with the quick insights it needs to leverage in today’s dynamic business atmosphere. The new tool is especially important for news and sports networks which reach a significant portion of their audiences through out-of-home viewing in places like bars or hotels.
“In this heavy news environment, people turn to CNN for the latest news and information on all screens and platforms, wherever they are during the day,” said Robin Garfield, Senior Vice President of Research and Scheduling for CNN. “It’s important for us to receive real-time consumer data across platforms that we can use to capture a more holistic view of our audience for advertisers and influencers alike. This expedited Nielsen offering marks a step forward in CNN’s ongoing commitment to advancing faster and more comprehensive audience measurement.”
Cary Meyers, SVP, ESPN Global Fan & Media Intelligence, said of the new service: “Walk into any restaurant, health club or friend’s house, and ESPN is on the screen. That’s why we worked hand in hand with Nielsen to prioritize out-of-home measurement. It’s now just part of how we transact our business, capturing important audiences that previously went uncounted. We were the first media company to subscribe to Nielsen’s National OOH Measurement Service and look forward to the introduction of their OOH Preliminary Reporting tool, which will quantify that lift more quickly and enable better monetization of these insights.”
The new reporting service uses data from Nielsen’s Portable People Meters (PPM), technology that is being used by nearly 77,000 panelists. It combines the passively measured out-of-home viewing from the PPM panel with Nielsen’s national representative panel TV. This approach enables Nielsen to represent 65% of TV U.S. households to project what people are watching outside of their homes.
“We are always looking to provide our advertising clients with the quickest measurement of the audiences FOX Sports delivers,” said Peter Leimbach, Senior Vice President, FOX Sports Sales Research. “This expedited delivery of out-of-home audiences is valuable, particularly for big live events like our upcoming coverage of the 2018 FIFA World Cup™.”
“In our pursuit of accurate reporting of our engaging content, we’ve been working alongside Nielsen to explore ways of capturing additional viewership that we can transact upon,” said Cindy Davis, Executive Vice President Consumer Experience, Disney|ABC Television Group. “We’re pleased with the advancements Nielsen has made in the out of home space and look forward to the results this new tool will deliver.”
“What used to take weeks now only takes days and once again Nielsen is helping move the industry forward by investing in our reporting capabilities and allowing subscribing clients and the overall industry to uncover the additional viewing that out-of-home often brings in a quick and seamless manner,” said Kelly Abcarian, SVP, Nielsen Product Leadership. “By expediting this process for subscribing clients, they now have an increased ability to compare out-of-home viewing directly to in-home audiences and make crucial business decisions in a much shorter period of time. In today’s fast-paced environment, it’s not enough simply to know your audience. Its critical to have the knowledge quicker to drive efficiency.”
Nielsen’s new National TV Out-of-Home Preliminary Reporting allows clients to receive Live+Same Day data for a specific telecast on an expedited basis, compared to the National TV Out-of-Home Service, which reports seven days of viewing at a time. Both solutions provide insights into viewing that occurs outside of the home—such as in hotels, gyms, or restaurants/bars. With preliminary reporting, these expedited real viewing occurrences will enable clients to quantify the ratings lift produced by Linear TV viewing occurring outside of the home.
“We are always looking to innovate our client offerings. Our new expedited out-of-home viewing report is an example of our commitment to arming our clients with powerful and actionable insights that help them fuel their business,” said Peter Bradbury, Managing Director, Nielsen National Client Solutions. “We are excited about the interest and support our out-of-home subscribers have towards this new reporting capability.”