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11/24/2008 1:22 PM
 
In what was seen as a sign to many pundits that a faltering economy was beginning to take a toll on some big market research initiatives, Nielsen Co. and IMMI announced on Nov. 10th that they would shut down their out-of-home TV viewing measurement service. The service, which was launched in 2008, was created to fill in some of the gaps in a world where many TV viewers are viewing content in places other than their homes. Nielsen and IMMI said they were suspending the service due to economic concerns. "It has become clear that in the current climate, there is limited economic support for this new measurement service," they said in a press release Nov. 10th. "As such, we believe it is prudent to suspend the out-of-home report at this time. Consequently, our final national report will be through November 9, 2008." While it can be argued that it’s a negative sign for the evolution for Out-Of-Home media… there is a camp that has been saying all along that it’s a mistake to try to measure OOH the way that traditional media is measured. So is this news of the demise of that one Nielsen/IMMI initiative a harbinger for some broader trend, or just a validation of the idea that OOH is really a different media, and can’t be measured with the same tools? And remember, that particular Nielsen metric was about TV Viewing, not about digital marketing OOH… so we really shouldn’t make too much of this news, should we?
 
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HomeHomeDigital Signage...Digital Signage...Digital Signage...Digital Signage...Nielsen and Evolution of MetricsNielsen and Evolution of Metrics