What is out-of-home TV (OOH)?
TV away-from-home includes TV-watching in bars, restaurants, hotels, stores, in other people's homes, in offices and work places, gyms, transportations, hospitals, waiting rooms... you name it.Nielsen measured this TV consumption in Chicago (DMA N°3) with Portable People Meter technology (PPM). Nielsen acquired this measurement technology when buying Arbitron in 2013.
The three-month test, starting April 2014, combined data from an LPM (Local People Meter) panel and a PPM panel (adults 25-54, speaking English and Spanish).
The results are good news for TV networks and stations: the average increase coming from OOH TV is about 7 to 9% (a rating lift of 14% for sport programming); the increase is strong for daytime TV, although much less for prime time TV. But for the time being, OOH TV audience cannot be sold since it cannot be included in the current Nielsen metrics (NTI or NSI). It amounts to free audience for advertisers.
All the TV that fits?
The question now is how to combine three kinds of TV consumption: in home, outside the home (OOH) and mobile (smartphones, tablets) which is both in and out of home?
NB : The PPM passive technology uses a device that tracks all kinds of TV exposure. It detects an inaudible signal (encoded by TV networks) but not actual viewing, which requires attention if not intention and could only be captured by a TV set with a sensor (as used for DOOH measurements. See Eikeo). The survey combines two definitions of TV audience: being in a room with a TV set on (People Meter) and hearing a TV signal (PPM). Figures for hearing are probably higher than for watching.
5 commentaires:
I also have the feeling that the audiences for OOH and mobile TV will increase. The biggest groups have not yet found the right format for mobile TV, but I believe we will soon see shows that are made for our smartphones. They will be a lot different from what we see on the TV today, probably inspired by the games that have had huge success on these platforms.
In short, new clever ways of producing TV shows will create new formats for Out-of-Home and mobile TV, which will increase the number of consumers on the go even further.
It is a good thing that Nielsen has developped new ways to mesure audience. As we know, people now consume audiovisual content in a lot of ways. And it was not realistic to only mesure TV audience like it was done before. This new method also shows that people watch more and more TV on their mobiles and this may temper everything we say about how TV is loosing audience and power on the population.
The audience measurement tools have to evolve following the new ways of watching TV.
It's a great thing for channels, who may put more powerful means to serve this new way of watching TV, and for advertisers who now know that they have to invest in theese TV mobile plateforms.
C est une très bonnes choses cette mesure par Nielsen. Il faut savoir adapter sa mesure d audiences en fonction des évolutions technologiques. Le OOH se développe énormément et il est très important de combiner les mesures d audience avec la mobilité des gens!
Nowadays, people watch television with a lot of different type of devices (ipad, iphone, computer are the main one). That's why, the way to measure audience has to adapt with this new digital world in order to monetize this audience the best way. Thus, Nielsen has done very good because, with that kind of innovation, it might be the future of television which is at stake here. What are gonna be the consequences on advertisement price? And with this possibility to be more and more precise on the target, the way to do adverising?
It is really interesting that Nielsen managed to measure this part of audience which had always been unknown.
Indeed, nowadays, this audience out of home matters because it is increasing little by little.
Linda 226
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