Nielsen this morning announced that its audience measurement of out-of-home (OOH) TV viewing now covers 100% of the U.S. contiguous population, up from 66% last year.
The OOH viewing audience is important for sports and live event programming -- especially big ones such as the Super Bowl -- where communal viewing in homes, bars, restaurants and hotels across the country spikes as Americans gather to watch together.
The inclusion of this expanded coverage into national TV metrics will be effective with Nielsen's February 2025 measurement interval (which began on January 27), meaning that advertisers and agencies will be able to calculate the reach and frequency of their campaigns including OOH viewing starting February 3.
"Ratings for Super Bowl LIX on FOX will include this updated OOH measurement for Nielsen’s overnight ratings and Big Data-plus panel ratings," Nielsen said.
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