Nielsen Launches People Meter Ratings In LA.
June 8, 2004
Nielsen Media Research announced that it will offer Local People Meter ratings to the Los Angeles market as planned on July 8th.
In order to allow clients more time to adjust to the LPM system, Nielsen will also continue to operate the current Meter/Diary system in Los Angeles through the July sweep ending August 4. During this transition period, either set of data may be used commercially. As a result, July will be the last “sweeps” period in Los Angeles.
The LPM sample in Los Angeles has been at full size of approximately 800 households since the week of April 5, so the market is familiar with evaluating ratings data from the different samples.
Nielsen will provide similar client transition periods for the LPM roll-outs in the Chicago and San Francisco markets:
* Effective August 5, Nielsen will support both Local People Meter and Meter/Diary services in Chicago through the September survey period ending September 22, 2004. Nielsen has been at full size of approximately 800 homes since the week of June 21.
* Effective September 30, Nielsen will support both Local People Meter and Meter/Diary services in San Francisco for a three-month period ending December 29, 2004. During the week of June 28, the San Francisco sample was over 640 homes and the full level of 800 homes should be reached by the launch date.
* As previously announced, in New York, Nielsen will continue to support both People Meter and Meter/Diary services until the end of the August survey period ending August 25, 2004. Nielsen has been at the full 800-household level since the week of April 5.
Susan D. Whiting, President and CEO of Nielsen Media Research, said: “The Local People Meter system in Los Angeles is more accurate and reflective of the community than the Meter/Diary system currently in place. Nielsen is an independent ratings service that is neither owned nor controlled by the media companies whose television programming we measure. Given the importance of ratings in determining the allocation of advertising dollars, we are committed to delivering the highest quality measurements as soon as possible.”
