According to the service, the first three days of NBC's Olympic broadcast averaged 1.05 million, 950,000 and 812,000 respectively for out-of-home viewers aged between 13 and 54 years of age. The figures included audiences in locations such as offices, fitness clubs, hotels and bars.
The Nielsen/IMMI syndicated service is set to launch with two charter clients - sports cable network ESPN and media buying agency Zenith Media.
In a statement to the press, vice president of integrated media research for ESPN, Glenn Enoch, said: "Out-of-home delivery is a critical part of ESPN delivery, encompassing usage on campuses, in hotels, at work as well as bars and restaurants".
IMMI provides the technology in the form of a mobile phone to approximately 1,700 users where signals are transmitted back to Nielsen/IMMI. Later this year, Nielsen/IMMI will roll out a local service in six markets - New York, Chicago, Los Angeles, Miami, Houston and Denver - with some 500 users carrying a mobile device in each market.
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