CBS signs up for Nielsen Out-of-Home measurement

US TV network CBS has subscribed to Nielsen’s National Out-of-Home Reporting Service. The agreement is effective immediately and provides CBS with out-of-home viewing data, including ratings for all programming and commercial content that aired on the Network for live plus seven days of time-shifted viewing.

“Being able to measure CBS’ content and uncover additional viewers outside the confines of their homes will help us showcase the breadth and depth of our valuable programming to clients in a more robust way,” said David F. Poltrack, Chief Research Officer of CBS Corporation and President of CBS VISION. “Nielsen’s Out-of-Home service has been discussed primarily with regards to sports, but we are pleased this agreement covers all of the Network’s programming and that Nielsen is moving in the right direction as it pertains to measuring the total audience.”

Nielsen allows subscribers, via an opt-in service, a look at their combined in-home and out-of-home ratings. The data from Nielsen’s National TV Ratings panel and the viewing away from the home captured by the Portable People Meter (PPM) offers participating clients a comprehensive look at their audiences by providing weekly reports that include daily audience estimates for programME and commercial content.

“CBS has been an early adopter of our Nielsen Total Audience measurement offerings, such as out-of-home, which has allowed them to demonstrate their incremental audience lift and help to showcase the benefits to marketers,” said Peter Bradbury, Managing Director, Nielsen National Client Solutions. “As viewing continues to shift across platforms, devices and delivery systems, Nielsen’s commitment to capturing and reporting all consumers’ viewing and out-of-home measurement is a key part of this evolution. We are delighted that CBS will be joining the expanding roster of Nielsen’s television clients who see the value of our National Out-of-Home Reporting service.”

The service uses Nielsen’s PPM technology from nearly 77,000 installed panellists. The PPM’s portability and low-maintenance by the panellist enables Nielsen to measure TV viewing occurring away from the home and in places such as hotels, gyms, bars, second-homes and the workplace. The syndicated service uses a fusion methodology to combine the PPM footprint across 44 local TV markets with Nielsen’s national representative panel, enabling Nielsen to represent 65 PER CENT of TV US households to project what people are watching outside of their homes.

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