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Both Nielsen Media Research and Arbitron are quietly laying the groundwork to measure out-of-home video networks, a $1.3 billion business and one of the fastest-growing segments of out-of-home. The initiatives coincide with the Out-of-Home Video Advertising Bureau’s push to standardize research and metrics for the segment as outlined in the group’s Audience Metric Guidelines, presented on April 18 to the American Association of Advertising Agencies’ media research committee.
Arbitron proposes using its portable people meter radio service in the top markets to measure “encoded” out-of-home networks.
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