NEW YORK, NY -- 03/13/08 --
The Nielsen Company and Integrated Media
Measurement Inc. (IMMI) today announced that Zenith Media Services, Inc.
will be the first company to use The Nielsen Out-Of-Home Report, a service
of Nielsen and IMMI that measures out-of-home viewers.
The national service, which will be available in April, will give Zenith
Media access to an all-electronic cell-phone based measurement for
television viewing that occurs outside of the home in bars, hotels,
airports and other locations. The service will provide program,
time-period and market break reports to help clients understand and analyze
the out-of-home audience.
This marks the first time Nielsen will offer ongoing audience estimates of
television viewing in out-of-home locations.
"It's important for our advertising clients to understand the full reach
and impact of their advertising," said Bruce Goerlich, President Strategic
Resources, Zenith Media North America. "Following video content is not just
about new platforms -- it is also about capturing that video outside of the
living room."
"Working in tandem with Nielsen, our technology and measurement system will
let Zenith Media obtain data on consumer television viewing habits that was
previously unavailable," said Tom Zito, chairman and CEO of Integrated
Media Measurement Inc. "Zenith's use of the Nielsen/IMMI co-branded
service will show how accurate out-of-home measurement data can help
advertisers, broadcasters and content providers make better business
decisions."
"Measuring television viewing that takes place outside the home is an
important component of our commitment to offer the most extensive insight
possible into television viewing habits," said Scott Springer, Senior Vice
President Product Leader, Audience Measurement U.S. "We welcome Zenith as
our charter client for this service, which we believe will provide the
television industry with a great understanding of the activities of
television viewers."
Nielsen is offering the national out-of-home measurement service as well as
local out-of-home services in New York, Chicago, Los Angeles, Miami,
Houston and Denver, which are the first markets in which IMMI has
established panels. The six local services will each have a participating
panel of approximately 500 people, or a total of 3,000 participants. The
sample for the national service will be comprised of participants from the
local services, plus an additional 1,700 national panelists to provide a
greater representation of the rest of the U.S. The national panel will be
weighted to be representative of the entire U.S. and will have an effective
sample size of approximately 2,500 panelists.
Sample participants are asked to carry mobile phones that include metering
technology developed by IMMI. The phones collect passive digital
signatures from television telecasts that IMMI will match with audio
signatures collected by IMMI from actual telecasts. The signatures are
then transmitted to IMMI computer servers for reporting.
About Integrated Media Measurement Inc.
Integrated Media Measurement Inc. (IMMI) is the developer of an end-to-end
media measurement system that links media exposure to consumer action.
Using a mobile-phone-based digital monitoring system, IMMI tracks almost
all media 24/7 and helps businesses evaluate the effectiveness of their
advertising campaigns. IMMI is based in San Mateo, Calif. More
information is available at www.immi.com.
About Nielsen
The Nielsen Company is a global information and media company with leading
market positions in marketing information (ACNielsen), media information
(Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics),
trade shows and business publications (Billboard, The Hollywood Reporter,
Adweek). The privately held company is active in more that 100 countries,
with headquarters in Haarlem, the Netherlands, and New York, USA. For more
information, please visit www.nielsen.com
CONTACT(S):
Gary Holmes (Nielsen)
646-654-8975
Email Contact
Steve Honig
The Honig Company, Inc. (IMMI)
818-986-4300
Email Contact
