‘Places And Spaces Are No Longer Measured’ – at least by Nielsen who announced late last week that it has shut down its 12-year-old place-based video networks measurement service.
Nielsen said in a statement provided to MediaDailyNews, we quote “Nielsen regularly reviews our product portfolio to ensure we have the right mix of capabilities and services to address the needs of our clients today and in the future. As a result, effective October 1, 2020, we have decided to exit our U.S.-based analytic services that estimates audience traffic for cinema and place-based networks, such as airports, bars, restaurants, hospitals and office buildings. This service is different from our currency-grade out-of-home measurement that estimates viewing of content done outside of the home. The decision to close this branch of analytics is aligned to the company’s portfolio optimization strategy, streamlining focus and maximizing efforts against stated strategic priorities.”
The decision comes as many place-based media venues have been challenged by shutdowns or sparse attendance over the last few months due to the #COVID19 pandemic.
DPAA President & CEO Barry Frey noted (in the same article) that there are a myriad of third-party data sources for measuring place-based video advertising.