The Nielsen Company and Zenith Media Services announced that Zenith will incorporate data from a suite of Nielsen measurement services into its planning and ROI analyses. The agreement, which includes the first subscription to The Nielsen Out-of-Home Report, a service of Nielsen & Integrated Media Measurement Inc. The services being adopted by Zenith are all part of Nielsen’s Anytime Anywhere Media Measurement (A2/M2) initiative, launched in response to the expansion of television programming to a variety of digital platforms. A2/M2 will allow clients to "follow the video" to multiple media delivery systems, both inside and outside the home.
"We believe that it isn’t about linear television anymore," said Peggy Green, Vice Chairman Zenith Media. "It is about following video content, content that can be viewed out of the home, on the net and on-mobile devices. We believe that Nielsen’s skill in media research will help us understand the depth and breadth of audiences across multiple platforms. This is just one step we are taking to master the new world of video content."
Among the Nielsen services being adopted by Zenith Media are: Out of Home Measurement; Nielsen Online VideoCensus; and Nielsen Mobile Audience Measurement.