A year after Nielsen left the field of digital out-of-home media measurement, one of the field’s highest profile suppliers, GSTV (Gas Station TV), has signed with Comscore to utilize its fledgling place-based media audience measurement service. As part of the agreement, Comscore said it will report digital ad impressions, reach and frequency for each market and demographic GSTV sells as part of its national video advertising network.
Late on Friday, after facing criticism and a backlash this week from its TV network clients, Nielsen decided to reverse a decision it had made with regard to out-of-home viewing: It will go ahead with a plan to integrate viewing from the likes of restaurants, bars and other locations into its national TV viewing metric starting this fall.
“Nielsen’s abrupt delay of the long-planned integration of [out of home] viewing into the national TV currency less than two months before it was scheduled to be implemented is unacceptable and unjustifiable,” ViacomCBS said in a statement. “ViacomCBS — along with our peers and the Video Advertising Bureau — is calling on Nielsen to reverse its decision.”
Wednesday’s surprise live TV statement of Department of Justice’s Special counsel Robert Mueller rocketed out-of-home TV viewing by 130% over normal levels, attracting 4 million OOH viewers at its peak time.
TAB will test a new measurement system using data collected from connected cars and smartphones while expanding the range of OOH formats measured and offering seasonal and daypart data.