Nielsen to provide out-of-home measurement for CNN and Turner Sports

Wednesday, July 26th, 2017
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Turner and Nielsen Agree to Out-of-Home Measurement for CNN and Turner Sports

NEW YORK, NY — Nielsen (NYSE: NLSN) and global media company Turner today announced that CNN and Turner Sports will subscribe to Nielsen’s National Out-of-Home Reporting Service. The long-term agreement between Nielsen and Turner delivers program and commercial ratings for live plus seven days of time-shifted viewing. The National Out-of-Home Reporting Service is a key component of Nielsen’s Total Audience framework, the only electronic measurement solution that provides viewing estimates for both in-home and out-of-home linear TV consumption.

“Viewers tune into CNN for the latest news and information from wherever they are throughout the day,” said Robin Garfield, Senior Vice President of Research and Scheduling for CNN. “This is why we were at the forefront of out-of-home measurement with Nielsen years ago and began executing guaranteed deals using out-of-home data from PPM in 2014. Our partnership with Nielsen doubles down on the investments we have made, and will provide influencers and advertisers with a more complete picture of the audience value we are delivering.”

“Sports viewing is an immensely social activity; taking in a game at the local bar, for example,” said Jay Leon, Vice President of Turner Sports Research. “These are highly engaged sports fans, and it’s important to accumulate a full understanding of those out-of-home audiences as a key component of how video is consumed on all devices and platforms. With Nielsen’s National Out-of-Home Reporting Service, we are taking another step forward in delivering those holistic insights for our advertising partners.”

CNN broke new ground as the first television network to leverage PPM to measure their out-of-home audiences. Now, the participation in this new opt-in service provides CNN and Turner Sports with syndicated program-level data on a weekly basis, revealing a more complete picture of their total audiences. These additional insights enable Turner to demonstrate the fuller value of their linear TV content to advertisers.

“As part of our Nielsen Total Audience framework, we deliver measurement solutions that empower clients to be flexible, help drive more informed decisions and play a key role in working with clients to deliver increased value to advertisers,” said Peter Bradbury, Managing Director, Nielsen National Client Solutions. “For more than a decade, Turner has been a key collaborator in our efforts to pioneer and develop an out-of-home service that allows for the measurement and monetization of the known viewing that’s happening away from the home. This agreement is an example of the joint effort and we are pleased to have an expanded relationship.”

The additional data into how content is being viewed outside of the home will allow CNN, Turner Sports and other subscribers to deliver a total view of their audience to advertisers.

“CNN, with its award winning programs — and Turner Sports, airing sporting events from MLB, NBA and NCAA March Madness — now have syndicated out-of-home viewing data that demonstrate the far-reach of their content and the increased tuning that exists away from the home,” said Bradbury.

To measure viewing outside of the home, Nielsen leverages its proprietary Portable People Meter™ (PPM) technology from its nearly 77,000 installed persons panel. The opt-in service uses a fusion methodology that combines the PPM coverage in 44 local TV markets with Nielsen’s national representative TV panel. This enables Nielsen to represent 65%of the U.S. TV households to project what is being viewed away from the home’s TV set.