Nielsen is extending protection of its nationwide TV out-of-home (OOH) panel this yr, which the measurement firm says will account for 100% of U.S. TV households.
Prime line
The corporate’s OOH reporting system at present displays 44 markets, and Nielsen’s growth will now cowl all the continental U.S., excluding Alaska and Hawaii. The info is anticipated forward of Tremendous Bowl 59.
Between the traces
The transfer has a selected implication for dwell sports activities rankings, as Nielsen knowledge exhibits that in 2023, followers within the U.S. spent greater than 1.7 trillion minutes watching video games from the 5 most-watched sports activities leagues.
“Nielsen is extremely centered on innovating to be able to higher serve our shoppers and guarantee our measurement accounts for the complete panorama of tv consumption,” Deirdre Thomas, chief product officer of viewers measurement at Nielsen, stated in a press release. “We perceive how essential it’s for our shoppers to have the ability to have essentially the most full image of the viewers, particularly for particular occasions just like the Tremendous Bowl.”
The information is especially essential for the NFL, which is experiencing report viewership within the leadup to Tremendous Bowl 58 on Feb. 11. Nielsen stated that influence knowledge might be accessible within the fourth quarter of 2024, that means Tremendous Bowl 59 might be coated.
“We’re appreciative of Nielsen’s efforts to make out-of-home measurement extra full, offering a a lot clearer image of the true viewers for all tv viewing and particularly sports activities viewership,” Paul Ballew, chief knowledge and analytics officer of the NFL, stated in a press release. “For years we’ve been constant in our perception that main sports activities occasions, just like the upcoming Tremendous Bowl 58, are sometimes considered with household and mates in giant gatherings and this expanded out-of-home viewership might be essential to measuring these occasions.”
Backside line
The measurement firm’s OOH growth comes following the rollout of Nielsen One final yr, with Nielsen promising completion by this yr.
Whereas final yr Nielsen regained nationwide accreditation following its 2021 suspension by the Media Score Council, the corporate is not going to sundown its C3 and C7 rankings by September of 2024, as beforehand promised.