Time Warner’s CNN and Turner Sports are the latest programmers looking to see a boost in ratings from people who watch them in offices, bars and other venues. The services just agreed to a long-term subscription deal to receive audience measurement results from Nielsen’s relatively new National Out-of-Home Reporting Service.
They’ll receive ratings people who tune in up to seven days after a program and commercial first airs.
“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,” said Robin Garfield, CNN’s SVP Research and Scheduling.
Turner Sports Research VP Jay Leon said out-of-home viewers “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.”
Turner has been working with Nielsen on out-of-home measurement for more than a decade, according to the rating company’s Managing Director of National Client Solutions Peter Bradbury. The new 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.
The out-of-home numbers come from Nielsen’s Portable People Meters, in the hands of about 77,000 people in its national sample. The results cover 44 local markets with about 65% of U.S. TV households.