Article
Economy woes: Nielsen Out-Of-Home goes out-of-business
Market research firm says it will stop measurement services for DOOH media launched earlier this year.
November 10, 2008
MediaPost: In a sign that weakening economic conditions are beginning to impact the media research business, Nielsen Co. and IMMI said Friday that they would shut down their recently launched out-of-home viewing measurement service. The service, which was launched with much fanfare earlier this year, was created to fill a long-standing void in the TV marketplace for accurate measurement of viewing for out-of-home video. Despite demand from some high-profile networks, especially sports-oriented programmers like ESPN and Turner Sports, and a commitment from Publicis' Zenith Media unit to use the new service, Nielsen and IMMI said they were suspending the service due to economic concerns.
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"It has become clear that in the current climate, there is limited economic support for this new measurement service," they said in a notice sent to clients and the press on Friday. "As such, we believe it is prudent to suspend the out-of-home report at this time. Consequently, our final national report will be through Nov. 9, 2008." | |||||
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