After Network Backlash, Nielsen Reverses Course on Delaying National OOH Measurement

Ratings firm will proceed with out-of-home rollout this fall, despite pandemic's impact on foot traffic

After Nielsen weathered severe backlash from networks following Thursday’s surprise announcement to delay its national out-of-home measurement rollout—scheduled for this fall—until at least early 2021, the company has reversed course.

This afternoon, Nielsen told networks it will go ahead with plans to integrate its OOH viewing data into the national TV currency this fall, which will provide roughly a 10% audience boost to many live sports and news events and, the networks hope, help drive up pricing in this year’s upfront marketplace.

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