NAACP Supports Nielsen’s Use of People Meters In Local TV Markets.

Nielsen Media Research announced that Kweisi Mfume, President and CEO of the NAACP, has endorsed the use of Local People Meters (LPMs) as a “more accurate and reliable way of tracking household viewing habits” in local markets around the country.

“After much reflection and personal investigation,” wrote Mr. Mfume in a letter to Nielsen President and CEO Susan Whiting, “I have decided to support the Nielsen Media Research use of Local People Meters (LPM) as a vastly improved way of measuring television viewership.”

Citing the need to insure balance and proper weighting of television measurement, Mr. Mfume said “it is essential that African Americans, Latinos and others are accurately counted. It is only through a fair count that networks will be further convinced to air substantive programs that are of special interest to ever-growing minority audiences. Moreover, an accurate measurement will decidedly give greater weight and influence to Black, Latino and Asian consumers. I believe that the LPM system will better measure the broader television audience and therefore can be an effective tool in promoting greater diversity in the programming produced by the television industry.”

Mr. Mfume joins Rev. Jesse Jackson, Johnathan Rodgers of TV One, Debra Lee of BET and many other community and industry leaders in supporting the introduction of local people meters.

Ms. Whiting welcomed Mr. Mfume’s endorsement of Local People Meters: “We appreciate that Mr. Mfume has spent so much time investigating the impact of LPMs and we are grateful that he is willing to stand up for what he believes. LPMs are the most accurate measure of what people are really watching on television and we are convinced they will help programmers better understand the viewing choices of a wider range of people.”

“I will continue to monitor the progress of the LPM systems as they are rolled out in major markets including New York, Los Angeles, Chicago and San Francisco,” continued Mr. Mfume. “And I look forward to further review of the scientific data that has made this such a compelling issue.”

People Meters have been used in Nielsen’s national TV audience sample since 1987 and have been accredited on an ongoing basis by the Media Rating Council. Local People Meters were introduced into Boston in 2002 and are being introduced this year into New York, Chicago, Los Angeles, and San Francisco.