Out-of-Home TV Measurement Takes a Back Seat.

On Friday, November 7th, Nielsen Media Research and IMMI announced the indefinite suspension of their out-of-home TV measurement service. IMMI and Nielsen announced the partnership in early 2007 and began delivering the first national out-of-home television ratings in September 2008. Not surprisingly, the postponement of the out-of-home TV viewing measurement service is a result of current economic conditions. It is unclear if or when the service will resume. I posted a blog regarding IMMI’s measurement of audience exposure to multiple media platforms in mid-October. I argued the fact that IMMI’s service is a valuable resource for media agencies and marketers moving forward in the digital age especially when digital media currency standards are evolving. The reality is the nation is currently challenged by a weak economy and therefore something’s got to give. As a result, more accurate measurement of TV viewing outside of the home will be prolonged.