Nielsen Expands OOH Panel in Push for Complete U.S. Household Coverage

Impact data will arrive in time for Super Bowl 59

Nielsen is extending coverage of its national TV out-of-home (OOH) panel this year, which the measurement company says will account for 100% of U.S. TV households.

Top line

The company’s OOH reporting system currently monitors 44 markets, and Nielsen’s expansion will now cover all of the continental U.S., excluding Alaska and Hawaii. The data is expected ahead of Super Bowl 59.

Between the lines

The move has a particular implication for live sports ratings, as Nielsen data shows that in 2023, fans in the U.S.

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