Tue, September 02, 2008
This topic has been discussed plenty of times in ad meetings over the years – during high tourist seasons, is running TV advertising an effective way of reaching tourists while they are in NYC, particularly in their hotel room? Is advertising on the Today Show during the month of December an effective way of putting your brand in front of those tourists who may purchase tickets to your show? {Personally, I think this is crazy talk – but that’s not the point of this story.}
To help shed light on the viability of reaching consumers outside the home, The Nielsen Company recently debuted its first rating results for TV viewership outside the home. According to Wendy Marquardt, president of Zenith Media who partnered on the project, “In a mobile society, viewership isn't just about people sitting in the living room gathered around the set. Nielsen's Out-of-Home service is part of our commitment to the full understanding of video, in the home, out of the home, on the net and on personal media devices.”
Here’s how they do it – using a combined panel of 3,000 participants across six local markets plus an additional 1,700 national panelists for an effective sample size of 2,500 panelists, they track exposure to media outside the home through panelists carrying a mobile phone that tracks the audio signatures of media and matches those signatures to IMMI's database. The technology seems pretty kick-ass to me.
This seems pretty interesting to me and I would be very interested to see how some of the popular programs like The Today Show rate through this kind of tracking.
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