Nielsen and IMMI Begin Providing First Daily All-Electronic TV Ratings for Viewing...

Nielsen and IMMI Begin Providing First Daily All-Electronic TV Ratings for
Viewing Outside the Home
'House' and 'Home Run Derby' Have Highest Out-of-Home Ratings in July

NEW YORK and SAN MATEO, Calif., Sept. 2 /PRNewswire/ -- The Nielsen
Company and Integrated Media Measurement Inc. (IMMI) have begun delivering the
first daily all-electronic national TV ratings of television viewing that
occurs outside of the home. This includes audience estimates of television
viewing in out-of-home locations such as offices, fitness clubs, hotels and
bars.
The syndicated service launches with two charter clients -- ESPN and
Zenith Media.
In the month of July, FOX's "House" and ESPN's "Home Run Derby" generated
the most out-of-home viewing among primetime broadcast and cable respectively,
with both attracting 570,000 out-of-home viewers (see tables 1 and 2).
Among a group of highly rated special events/sports programs from June 30
to August 10, the program with the highest number of out-of-home viewers was
the Olympics Opening Ceremony on NBC, with 1.1 million viewers (see table 3).
"Until now, no one has been able to provide on-going 24/7 national
measurement of television viewing that takes place outside the home," said
Sara Erichson, Executive Vice President, Media Client Services, for the
Nielsen Company. "Working with IMMI, Nielsen can now capture out-of-home
viewing and provide a more complete picture of how people are watching
television."
"Our co-branded product with Nielsen is one of the services IMMI offers in
an effort to give media companies and advertisers data that helps them make
smart business decisions," said Tom Zito, president and CEO of Integrated
Media Measurement Inc. "We are living in an environment where viewers are
increasingly consuming media in locations outside of the home, and as
researchers we need to factor in audience exposure from all directions."
"Out-of-home delivery is a critical part of ESPN delivery, encompassing
usage on campuses, in hotels, at work as well as bars and restaurants," said
Glenn Enoch, Vice President of Integrated Media Research, ESPN. "ESPN
Research has spent years examining and valuing our out-of-home audience in
various ways. We are interested both in the technology of this service,
utilizing the first meter that captures viewing outside of homes and dorms,
and in the program-level precision that it provides."
"Zenith believes firmly in following the video," said Wendy Marquardt,
President, Zenith Media US. "In a mobile society, viewership isn't just about
people sitting in the living room gathered around the set. Nielsen's
Out-of-Home service is part of our commitment to the full understanding of
video, in the home, out of the home, on the net and on personal media
devices."
Nielsen is offering the national service to clients as a stand-alone
service, separate from Nielsen's National People Meter sample, which is used
to generate program ratings of viewing that takes place inside people's homes.
Later this year Nielsen and IMMI plan to deliver local out-of-home services in
New York, Chicago, Los Angeles, Miami, Houston and Denver, which are the first
markets in which IMMI has established panels.
The six local markets each have a participating panel of approximately 500
people, or a total of 3,000 participants. The sample for the national service
is comprised of participants from the local services, plus an additional 1,700
national panelists to provide a greater representation of the rest of the U.S.
The national panel is weighted to be representative of the entire U.S. and has
an effective sample size of approximately 2,500 panelists.
IMMI provides panel members with a mobile phone, asking them to carry it
with them wherever they go. The mobile phone is equipped with a technology
that creates digital signatures of all the audio media (television, radio and
movies) to which it has been exposed. IMMI then matches these with audio
signatures collected by IMMI from actual telecasts with the results then
transmitted to IMMI computer servers for reporting.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading
market positions in marketing and consumer information, television and other
media measurement, online intelligence, mobile measurement, trade shows and
business publications (Billboard, The Hollywood Reporter, Adweek). The
privately held company is active in more than 100 countries, with headquarters
in New York, USA. For more information, please visit, www.nielsen.com.
About Integrated Media Measurement Inc.
Integrated Media Measurement Inc. (IMMI) is the developer of an end-to-end
media measurement system that links media exposure to consumer action. Using
a mobile-phone-based digital monitoring system, IMMI tracks almost all media
24/7 and helps businesses evaluate the effectiveness of their advertising
campaigns. IMMI is based in San Mateo, Calif. More information is available
at http://www.immi.com.

Table 1

Top Primetime Broadcast Network Programs
July 2008 (6/30 - 7/27)
Persons 13-54

Live Out of Home
Network Program Name Date Aired Rating Viewers
(000)

1 FOX HOUSE -- MON 9P 6/30/08 0.33 570
2 FOX MOMENT OF TRUTH 7/8/08 0.33 570
3 ABC BACHELORETTE -- 6/30 6/30/08 0.32 553
3 FOX SMARTER THAN 5TH GRADER 7/24/08 0.31 535
5 FOX HELL'S KITCHEN 7/8/08 0.31 535
5 FOX FOX MLB ALL-STAR GAME 7/15/08 0.30 518
5 FOX SO YOU THINK CN DANCE -- THU 7/24/08 0.30 518
8 FOX SO YOU THINK CN DANCE -- WED 7/23/08 0.30 518
9 FOX COPS 7/26/08 0.29 501
10 ABC PRIMETIME: CRIME 7/23/08 0.28 484
10 FOX AMW: AMERICA FIGHTS BACK 7/26/08 0.27 466
10 FOX COPS 2 7/26/08 0.27 466

Source: Out-Of-Home Report, a service of Nielsen and IMMI

Table 2

Top Primetime Cable Network Programs
July 2008 (6/30 - 7/27)
Persons 13-54

Live Out of Home
Network Program Name Date Aired Rating Viewers
(000)

1 ESPN HOME RUN DERBY L 7/14/08 0.33 570
2 TNT SPRINT CUP RACING/DAYTONA 7/5/08 0.29 501
3 DISNEY CHANNEL INCREDIBLES, THE 7/27/08 0.27 466
4 ABC FAMILY SECRET LIFE/AMERICAN TEEN 7/15/08 0.26 449
4 USA NETWORK IN PLAIN SIGHT 7/20/08 0.26 449
4 USA NETWORK PSYCH 7/25/08 0.26 449
7 ESPN 2008 STATE FARM HOME RUN
DERBY PRELUDE 7/14/08 0.24 415
7 USA NETWORK PSYCH 7/18/08 0.24 415
9 NICKELODEON AVATAR: SOZINS COMET 7/19/08 0.23 397
10 A&E NETWORK DOG THE BOUNTY HUNTER 7/2/08 0.22 380

Source: Out-Of-Home Report, a service of Nielsen and IMMI

Table 3

Selected Special Events/Sports Events
June 30, 2008 - August 10, 2008
Persons 13-54

Live Out of Home
Network Program Name Date Aired Rating Viewers
(000)

1 NBC SUM OLYM OPEN CEREM 8/8/08 0.61 1054
2 NBC SUM OLYM SAT PRIME 1 8/9/08 0.55 950
3 NBC SUM OLYM SUN PRIME 1 8/10/08 0.47 812
4 ESPN HOME RUN DERBY L 7/14/08 0.33 570
5 FOX FOX MLB ALL-STAR GAME 7/15/08 0.30 518
6 TNT SPRINT CUP RACING/DAYTONA 7/5/08 0.29 501
7 FOX FOX MLB ASG EXTRA INNINGS 7/15/08 0.26 449
8 ESPN 2008 STATE FARM HOME RUN
DERBY PRELUDE 7/14/08 0.24 415
9 FOX FOX SATURDAY BASEBALL 7/5/08 0.20 345
10 NBC OLYMPIC TRIALS 7/4 8P 7/4/08 0.19 328

Source: Out-Of-Home Report, a service of Nielsen and IMMI

SOURCE The Nielsen Company and IMMI

Gary Holmes of The Nielsen Company, +1-646-654-8975, gary.holmes@nielsen.com;
or Steve Honig of The Honig Company, Inc., +1-818-986-4300,
press@honigcompany.com, for IMMI