Nielsen today announced that they will be launching their “Fourth Screen Network Audience Report.” This new report will allow agencies and advertisers to compare advertising in out-of-home markets like movie theaters, health clubs and restaurants to television and online video down the road.
“The basics of the calculations we are using are certainly consistent with the normal use for ratings,” says Paul Lindstrom, a senior vice president at Nielsen.
Nielsen will look at the different ways each network is distributed and will track things using a “census of transaction data” like theater box office receipts and gas pump receipts. Over the next several months, Nielsen will add dozens of other place-based networks to the report, including some retail-based platforms.
“What we are attempting to do is create a sizing or a context to compare these networks,” added Lindstrom.
Source: MediaPost {link no longer active}
