'Fourth Screen' Continues To Expand Place-Based TV, Nielsen Adds Seven Nets With Many More On Deck

The marketplace of out-of-home video networks continues to expand, and if Nielsen has anything to say about it, it will be researched, planned, bought and posted like another extension of the traditional TV advertising marketplace.

That's the underlying premise behind Nielsen's so-called "Fourth Screen Report," a quarterly series of studies measuring the burgeoning place-based video marketplace in a way that can be compared with conventional TV audience impressions, so that advertisers and agencies can plan it as an extension of their TV advertising mix. But unlike the conventional TV universe, which theoretically is limited by the number of people and the amount of time they spend watching in U.S. TV households, the audience for place-based video networks theoretically is infinite, and is limited only by the number and variety of places that they can be installed in, and their inclusion in Nielsen's report.