Nielsen Understated OOH TV Viewing Since Sept. 2020
- by Wayne Friedman , December 22, 2021
Adding to its measurement problems over the last year, Nielsen now says there has been under-reporting of out-of-home viewers since September 2020. That's due to an “error,” but the
company says the misstep has had “no impact to most telecasts,” except for some live sports events.
"As part of routine …
Wayne, we don't have a count---or measurement ---of OOH TV audiences. All we have is a never validated PPM system that notes whether an audio signal coming from a OOH TV set can be "heard" electronically when the device is in use. "Viewing"---especially for commercials---is assumed. Does anyone believe that all of the patrons at a crowded bar are "watching" each commercial played during a NFL football game---even if the sound isn't muted? The same question could be asked for most of the other locations---a doctor's office waiting room, a college dorm, an office cubicle, etc.