New York -- Looking to emphasize its reach edge, CNN will pitch advertisers on the virtues of a new measurement index during this upfront selling season.

CNN CEO Jeff Zucker, speaking at the news organization’s presentation to media buyers here on Thursday,  talked up CNN’s All Screen, which is supported by Nielsen.

The measurement will cut across TV, mobile, computer, tablets and out-of-home viewing. As to the latter, CNN said its linear audience benefits from a 32% bump, with offices ranking as the top venue for such viewing.

“We’ve always known CNN has a substantial out of home unmeasured audience,” Zucker said. “All Screen allows us to measure it on a regular, transparent basis.”

CNN said it will use the All Screen data to create media plans and conduct post-buy analysis.

During the presentation, CNN said it holds a substantial advantage over its rivals in the news space, with 112 monthly impressions, versus 88 million for MSNBC and 83 million for Fox News Channel, which is the long-time category leader when it comes to average linear audience and delivery against adults 25 to 54, the so-called news demo.