ABC is the latest television network to subscribe to Nielsen’s (NLSN) out-of-home reporting service. As cord cutting increases, networks are looking to bars, restaurants and gyms (among many other places) for an audience lift. The incremental boost derived from out-of-home viewership helps networks during the media buying process, as it gives them more precise audience guarantees. ESPN (DIS), Fox Sports (FOXA), CNN and Turner (TWX) are already subscribers to the service and have seen a spike in viewership, with news programming and live sports the biggest beneficiaries.
Howie Long-Short: Early reports from NLSN shows that OOH figures could potentially increase total viewership numbers by as much as 20% for news and sports. So all those stories about the end of TV as we know it; yeah, they were all based on incomplete data.
Fan Marino: NLSN is just figuring out they should count bars & restaurants in their viewership numbers? Is it safe to assume execs haven’t left their house on a fall Sunday in 30 years?