Nielsen and Integrated Media Measurement Inc. are announcing today a method of measuring out-of-home TV ratings. With people catching things like the big game down at the local bar or gathering to watch big events in groups it can be difficult for accurate ratings for TV programs to be captured.
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This new service is aimed at helping networks understand how many viewers are watching their programs from locations like bars, hotels, offices and fitness clubs. "Through our A2/M2 initiative we are committed to 'following the video' wherever it goes and measuring out-of-home viewing is a critical component of that commitment," said Sara Erichson, Executive Vice President, Client Services, Nielsen Media Research North America. "Utilizing IMMI's technology, we will provide clients with enhanced intelligence and insight about this important activity within the television audience."Nielson will be offering national out-of-home services as well as local out-of-home measurement services with this plan. They are gather the data through the use of custom cellular phones provided to panel members that collect passive digital signatures from TV broadcasts that are later matched by IMMI to audio signatures collected from actual broadcasts. These signatures are somehow transferred from the phones to IMMI servers for reporting.