For years networks like CNBC have discounted Nielsen ratings reports because the data did not include out-of-home viewing. CNBC argues that much of its viewing is done on trading floors, in offices and even at airports, bars and restaurants during the day.
Well that could all change.
Today, Nielsen unveiled the results of a new TV measurement test of out-of-home viewing. Portable People Meters used over a three-month period in Chicago showed that out-of-home viewing added a 7% to 9% ratings lift for audiences in the key news demo of Adults 25 to 54.
“Whether on the trading floor or at a desk, the core audience of a business network is the out of home viewer,” Paul Rittenberg, EVP of Ad Sales and Research for FNC and FBN tells TVNewser. “We’re pleased to finally see Nielsen make moves to measure that important demographic.”
The test was conducted for the full 5am-5am day, but daytime saw the largest increases of any daypart. Primetime ratings were also larger. Sports programming saw the biggest increase, but news, which includes business news channels, also saw a lift.