Just in time for the Eagles-Chiefs Super Bowl on Fox on Sunday, Nielsen has increased its out-of-home measurement to now cover 100% of contiguous U.S. markets, up from 66% last year. This update brings in primarily rural parts of the country, and was made possible by increased adoption of wearable devices for those in Nielsen’s persons panel. The measured begins with the first week of the measured February window, which started Jan. 27. Reach and frequency metrics also include OOH starting Tuesday. OOH measurement includes communal viewing in homes, bars, restaurants and hotels across the U.S. (a metric of particular importance to sports). Nielsen remains the lone measurement provider able to combine in- and out-of-home measurement. Additionally, Nielsen’s people panel allows it to be the only company to most accurately measure diverse audiences.
Nielsen out-of-home at 100% ahead of Super Bowl
