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MRC GRANTS FIRST-EVER POINT-OF-CARE AD-MEASUREMENT ACCREDITATION
* by Joe Mandese @mp_joemandese, Yesterday
The Media Rating Council (MRC) has granted its first accreditation to a
point-of-care advertising measurement for digital, place-based media network
PatientPoint.
"MRC accreditation is specific to those metrics produced in its 'Digital
Campaign Report' for the PatientPoint legacy network footprint," the MRC said in
a statement, referring to the network's screens in waiting rooms and examination
and treatment rooms of doctor's offices, clinics and healthcare facilities.
The MRC said the accreditation was granted following its out-of-home and digital
committees' review of a "rigorous audit" by an independent CPA firm, which also
included some new, "supplemental" auditing unique to the point-of-care medium.
"MRC’s audit of PatientPoint also included supplemental auditing designed
specifically for the POC market, such as taking steps to confirm the
availability and functioning of the video devices on which the measured
advertising appears in PatientPoint’s affiliated health care provider
locations," the council noted.
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In a separate statement, PatientPoint said it plans to "embark on additional
efforts to expand its MRC accreditation status in 2024," but did not disclose
what those might be.
PatientPoint's accredited measurement service provides sponsors with ad and
reach metrics for campaigns in waiting rooms, examination rooms, as well as the
back-office of doctor's offices and healthcare facilities.
In additional to measuring campaign reach and frequency, it reports metrics on
ad-play activity during total physician office "open days," network uptime data
and healthcare provider and location reach over the contract period.
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ad performance measurement, campaigns, data, digital, digital-out-of-home,
health care, media measurement, metrics, place-based networks, ratings
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NIELSEN EXPANDS OOH VIEWING MEASURE, SPORTS TV BENEFIT
* by Wayne Friedman , Yesterday
Nielsen is expanding out-of-home measurement coverage this year to represent
100% of U.S. TV households -- up from 65% -- which will boost overall viewing
metrics, especially for live sports TV programming.
Out of home viewing -- which comes from airports, hotels, bars and restaurants
-- is measured through Portable People Meter wearable technology, and enables
buy- and sell-side clients to track viewer consumption regardless of the
platform, screen or location.
Currently there are 31,000 households represented in the sample. Another 2,000
are being added.
Out-of-home viewing -- which can take place in bars, restaurants, hotels and
other non-home locations -- is particularly important when it comes to live
sports viewing.
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In 2023, Nielsen says, U.S. sports fans spent more than 1.7 trillion minutes
watching games from the five most-watched sports leagues.
About a decade ago, Nielsen started capturing out-of-home viewing. In 2020, it
began including those OOH viewers in its national TV ratings.
Streaming TV has now grown to a 36% share of total television usage as of
December 2023, with live sports and other live viewing on both linear and
streaming showing growth.
Nielsen plans to provide impact data in Q4 2024, in time for Super Bowl LIX.
*
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audience measurement, audience targeting, digital-out-of-home, live streaming,
metrics, out-of-home, ratings, sports, streaming, television
1 comment about "Nielsen Expands OOH Viewing Measure, Sports TV Benefit".
Check to receive email when comments are posted.
1. Ed Papazian from Media Dynamics Inc, February 2, 2024 at 12:07 p.m.
Wayne, Nielsen does not measure out of home "viewing". It uses the portable
people meter---PPM---system inherited from Arbitron. A PPM panel member
wears---or carries--a small device with him or her all day long, day after
day. Whenever this device "hears" an encoded audio signal from an OOH TV
program source---meaning that a set is tuned in in the vicinity---it counts
the panel member as a "viewer"---even for commercials. But, unlike the
national TV home rating system, where panel members at least indicate that
they are "watching" a program when it's channel is tuned to, the OOH PPM's
methodology simply assumes that the carrier is always "viewing"---hence
they employ a "passive measurement" system.
The problem with this is that a much higher proportion of the "assumed"
OOH "audience" is not watching the screen during an average minutre than is
the case with traditional in-home viewing. For years now, MRI has asked its
respondents about the last time they watched each nationally aired TV show,
including their degree of attentiveness. When these findings are compared
for those who were last time at-home viewers versus OOH viewers the latter
uaually describe themselves as having been 50% less attentive ---or worse.
Which is hardly surprising.
It can be argued that many OOH sets have their sound muted---or
lowered---which might cause an understatement of the numbers of sets in use
due to the use of an audio signal as the means of identifying set activity.
OK. But the assumptuion that OOH set usage is always accompanied by
"viewing" remains highly questionable.It's just another example of
advertisers paying through the nose to "reach" phantom viewers---but who can
blame the sellers for pressing Nielsen to include such "viewers" in it's
national TV rating projections as advertisers don't seem to care about such
matters.
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