Nielsen to measure TV on-the-go

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NEW YORK -- Nielsen Media Research said Thursday that it will develop an ongoing measurement system for out-of-home TV viewing.

Nielsen will launch the service in September with Integrated Media Measurement Inc. of San Mateo, Calif. It will measure out-of-home viewing in fitness clubs, offices, bars and hotels, among other places, using a mobile phone featuring meters created by Integrated Media Measurement to track television viewing.

The first markets of 500 panel members will be New York, Chicago, Los Angeles, Miami, Houston and Denver; there also will be a national panel that will provide nationwide viewing measurements.

Speaking Thursday at the Television Bureau of Advertising annual Marketing Conference in Manhattan, Nielsen Media Research CEO Susan Whiting reiterated her company's plans to expand its "Anytime Anywhere" initiative from the top 10 markets to the top 25 and to be operational in Tampa, Fla., Seattle and Houston by October. She confirmed that Nielsen will use the same People Meter technology in the top 60 markets; markets 60 to 125 will use small, mailable meters. Nielsen is still looking at options for the remaining markets.

The goal remains to have all markets outfitted by 2011, a project Whiting called "very ambitious but absolutely doable."

Nielsen Media Research is owned by the Nielsen Co., parent company of The Hollywood Reporter.    
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