Some six months ago, Nielsen said in the US that it was planning to measure TV commercial viewing in public spaces including hospitality, gyms and transportation sites. ESPN is the first company to use the service which is now available. Nielsen is using ‘Portable People Meters’ carried by 77,000 panelists. Lynda Clarizio, president of U.S. media for Nielsen, said “As consumers routinely watch television outside of their own homes, whether in a bar during a big game or in a hotel or elsewhere, it’s imperative to capture that viewing. Measuring out-of-home audiences is another example of our commitment to providing clients with a more complete picture of their audiences through out Nielsen Total Audience measurement framework”.
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