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Anyone who has watched a big game in a sports bar or cable news in the airport knows that not all TV viewing occurs at home. In fact, viewing outside the home boosts the total national TV audience by 2.6 percent, according to Nielsen’s final report from its co-branded Out-of-Home service with Integrated Media Measurement, which was suspended in November.
The report pulled together nearly a year’s worth of out-of-home viewing data (March-November 2008) collected from a panel of 4,700 equipped with smart phones loaded with specialized IMMI-tracking software.
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