Nielsen has shut down its 12-year-old place-based video networks measurement service.
The move comes as many place-based media venues have been challenged by shutdowns or sparse attendance due to the COVID-19 pandemic.
“Nielsen regularly reviews our product portfolio to ensure we have the right mix of capabilities and services to address the needs of our clients today and in the future. As a result, effective October 1, 2020, we have decided to exit our U.S.-based analytic services that estimates audience traffic for cinema and place-based networks, such as airports, bars, restaurants, hospitals and office buildings," Nielsen said in a statement provided to MediaDailyNews, noting: "This service is different from our currency-grade out-of-home measurement that estimates viewing of content done outside of the home. The decision to close this branch of analytics is aligned to the company’s portfolio optimization strategy, streamlining focus and maximizing efforts against stated strategic priorities."
The service, which grew out of custom studies commissioned by place-based networks, became a regular syndicated Nielsen service in 2008, "Nielsen On Location," and even published so-called pocketpieces, as well as a variety of tracking reports.
In recent years, data from the service was incorporated in Nielsen's "Total Audience Reports," including estimates for the reach of cinema advertising audiences.
In Nielsen's first-quarter 2019 Total Audience Report, it estimated that movie theaters reached 56% of Americans ages 18-34, 26% of those ages 35-49, and 18% of those 50 years or older during the average week, which compared competitively with other major video advertising platforms in the U.S.
While that study did not report comparable data for other place-based video networks, many -- especially those operating in on-premise locations such as bars, restaurants, health clubs, and inside office buildings and elevators -- have been significantly challenged by the COVID-19 pandemic.