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Nielsen breaks fourth wall: releases report comparing place-based with traditional TV

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In a move that will enable the burgeoning digital out-of-home media marketplace - especially place-based video networks - to be planned and bought alongside traditional TV networks, Nielsen this week released the first edition of a regular quarterly report that will enable advertisers and agencies to compare their audience reach with TV and, and eventually, with other screen-based media such as online and mobile video. The aptly named "Fourth Screen Network Audience Report," initially features 10 place-based networks, including ones distributed in movie theaters, health clubs, restaurants, and even gas stations, and Nielsen expects many more to join in the next several months.

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=125922

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