• by Erik Sass , March 5, 2009

Arbitron signed up another client for its digital out-of-home video research service this week, announcing a deal with Care Media Networks, which operates three place-based networks in the lobbies and waiting rooms of health service providers: KidCare TV, in pediatric offices, Women's HealthCare TV, in obstetrician's offices, and PetCare TV, in veterinarian's offices.

This is the third such study conducted by Arbitron for Care Media, but the first to cover its PetCare network.

The media research firm will focus on gathering information about patient awareness, acceptance and the ability to recall advertising that appears on the Care digital displays. The studies will also give Care audience estimates for the networks, both separately and in combination, which will be comparable with traditional broadcast media metrics.

Over the last year, Arbitron has signed up a number of digital out-of-home networks for custom research surveys. Last September, it inked a deal with LevelVision, which operates screens in over 300 college bookstores nationwide. It has also promoted its Portable People Meter, a passive electronic measurement device, as a measurement option for television viewing outside the home.

Arbitron has also conducted custom surveys for Ecast and Eye, a mall media company. In January 2008, the company contracted with BroadSign to perform third-party proof-of-play audits for its digital signage network.