Nielsen Releases LPM Info In Washington DC & Philadelphia.

Nielsen Media Research released full-month May 2005 demographic viewing information from its Local People Meter (LPMs) samples in the Washington D.C. and Philadelphia television markets.

Nielsen will officially introduce electronic Local People Meters in those markets on June 30, 2005, replacing the current ratings panel, which derives ratings from a combination of paper diaries and set meters. The information released today for the month of May, which cannot be used for buying and selling television advertising until the service is officially introduced, shows that LPMs deliver more accurate and representative ratings than the meter/diaries they will replace.

The larger LPM samples, combined with the People Meter’s continuous electronic monitoring capabilities, make LPMs a significantly more accurate ratings system. LPMs do a better job of measuring all demographic groups, including people of color and hard-to-reach young audiences, and they capture viewing for a wider range of sources. The industry as a whole will benefit from their increased accuracy.

Among the key highlights of the data released today are:

– The LPM samples are larger and more representative than the Set Meter samples.

– In Washington, the size of the African American household LPM sample increased 29% – from 113 to 146 – while the size of the Latino and Asian household LPM samples went up 122% and 133% respectively.

– In Philadelphia, the size of the African American household LPM sample increased 59% – from 104 to 166 – while the size of the Latino and Asian household LPM samples went up 124% and 69%, respectively

– When measured by LPMs, television viewing is up among key demographic groups.

– Among viewers 18-49, the number of people in Washington watching television during the full day is up 22% under LPMs vs. meter/diary data in the same period last year. In Philadelphia, the number is up 15%.

– Total day viewing was up for more than 40 broadcast stations and cable networks in both Washington and Philadelphia under LPMs.
– LPMs more accurately capture the diversity of viewing in African American and Latino households.

– LPMs in Washington show that African American viewers age 18-49 watch 93% more viewing sources. In Philadelphia, the same group watches 78% more viewing sources.

– Within the 18-49 demographic, primetime viewing for Spanish language broadcast under LPMs is up more than 300% in Washington and 67% in Philadelphia.

– Fault rates were lower in the LPM sample than in the Set Meter sample.

– In Washington, the LPM metered (non-persons) fault rate for African American households was 11.6% vs. 16.8% for the Set Meter sample during the same period.

– In Philadelphia, the LPM metered (non-persons) fault rate for African American households was 11.4% vs. 20.2% for the Set Meter sample during the same period.

Additional detail on these results is available at (Adobe Acrobat reader required):

Washington DC

http://www.everyonecounts.tv/factsheet/documents/DC_LPMfactsheet_0605.pdf

Philadelphia

http://www.everyonecounts.tv/factsheet/documents/PHILA_LPMfactsheet_0605.pdf