The results of a three-month-long test conducted by Nielsen to measure out of home television viewing are officially unveiled, and they show a significant gain in overall viewership for members of the 25-54 demo.
According to Nielsen, the test, which used PPM technology to capture viewing beyond the domicile, chronicled a 7%-9% ratings increase. The program captured viewing for a full 24-hour day, and the test period kicked off in April.
“Understanding how consumers view television away from home is critical to our clients and measuring out-of-home expands the viewing pie, as this test demonstrated,” said Matt O’Grady, EVP Managing Director, Nielsen. “At Nielsen our priority is to measure audiences wherever they are viewing, both inside and outside the home, over-the-air, over-the-top and on mobile devices.”
Among the findings: The daypart benefitting the most was daytime; and the genre getting the biggest boost was sports, which picked up a 14% increase in ratings. According to Nielsen, a number of other program types, including news, also picked up extra viewers.
Nielsen’s Jon Miller said, “In today’s rapidly evolving video landscape, consumers are continuing to expand the ways in which they interact with media across a wide range of platforms and devices. At Nielsen, our task is to constantly evolve our measurement capabilities so that we can follow those consumers wherever they go, and we’ve made meaningful progress in 2014 by introducing mobile TV measurement for smartphones and tablets, as well as investing in panel expansions in 60 markets nationwide.”