Research firm Arbitron introduces new tool to monitor TV viewing habits outside of the home

Arbitron to monitor out-of-home TV viewership

COLUMBIA, Md. — Media research firm Arbitron said Tuesday it has a new tool that allows advertisers to measure when and where people are exposed to TV outside of their homes.

The Portable People Meter measures viewership in restaurants, bars, other homes, the office, airports, hotels, sports events, malls and medical facilities. The technology detects audio tones within an audio stream, the company said.

It is part of what Arbitron called its ARB-TV suite of products.

Executive Vice President Alton Adams said Arbitron is partnering with media customers who want to “generate a more comprehensive picture of their total audience.”

“Media companies and marketers want to know when and where consumers are being exposed to their content,” Adams said in a statement.

Arbitron shares fell 60 cents, or 3.7 percent, to $15.86 on Tuesday afternoon.