Out-Of-Home Measurement by Arbitron Wants to Expand; Next Target is Measuring Afternoon Talk Shows Viewership From the Workplace

Jan 13, 2011  •  Post A Comment

Arbitron wants to expand its out-of-home TV measurement to viewers that watch syndicated afternoon talk shows from their workplace, writes our friend David Goetzl at MediaDailyNews.

Says the article, " ‘We need to stop simply piloting stuff, and find those successful projects and get them into a recurring revenue stream, where we can build it once and sell it multiple times,’ said Sean Creamer, an Arbitron executive vice president."

The article continues, "About as large as a cell phone, Arbitron’s portable people meters can pick up viewing by detecting audio if a code is embedded in the content. Turner has used the meter system to demonstrate that its baseball and NBA coverage has significant reach beyond the home, providing a viewing lift.

"Speaking to investors, Creamer said Turner has re-upped its deal and will continue to work with Arbitron, the radio ratings service. Still, Arbitron would like to add a run of regular clients for out-of-home tracking, such as a syndicator that airs programming solidly watched in the workplace."

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