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Increased Reliability

People Meter methodology will yield more reliable audience estimates than those based on the current diary/set-tuning meter design.  The larger People Meter sample size will automatically help to improve reliability. In addition, the sampling error currently introduced by combining results from two separate samples is avoided since all tuning and viewing are measured within the same sample with People Meters.  Sampling error is the random variability in any survey that occurs simply because a census has not been conducted.  The People Meter sample is also maintained to closely match general population characteristics. Compared to a diary sample, much lower weighting factors are employed within People Meter-based calculations, and the lower weighting factors also contribute to smaller sampling error. 

Improved Accuracy

In addition to sampling error, non-sampling error can also affect reliability and accuracy of the estimates. Non-sampling error is types of variability and possible bias associated with the sampling frame, non-response and the measurement (data collection) process itself.  A local People Meter sample, using Area Probability design, will provide complete population coverage of both households and persons. This comprehensive sampling design will reduce potential non-sampling error. People Meters will also reduce response error by electronically collecting both tuning and viewing information. This electronic measurement, coupled with extensive training and quality assurance methods, results in a more accurate recording of viewing behavior. Finally, response rates for a local People Meter sample, which employs in-person recruitment for the Area Probability sample design, will be higher than those achieved in a market using a diary sample for viewing estimates. [For more information on in-person recruitment, click here]  The reduction of non-sampling error through complete population coverage, electronic data collection and higher response rates all contribute to the increased reliability and accuracy of the demographic estimates.

Increased Stability Due to a Panel Sample Stability is a measure of the amount of fluctuation in the ratings that one can expect between two points in time. For a fixed demographic level and household sample size, a People Meter sample will yield greater stability than the current diary/set-tuning meter design. This is because the People Meter sample is a more stable panel, with persons contributing to the ratings for up two years, in contrast to the diary design, where there is no sample overlap from one week to the next.

Elimination of Zero Cell

Zero Cell is a phenomenon that occurs when there is household tuning in the meter, but no corresponding diary entries for the same channel and time. As a result of this, during meter and diary integration, a zero cell occurs in the audience estimates. As television viewing has become more fragmented, Nielsen Media Research has seen an increase in this zero-cell occurrence. The People Meter, through its single source technology, eliminates zero cell occurrences, and will provide complete and continuous tuning and viewing estimates. Dayparts where there were limited potential may now become areas you can buy and sell.

Single Platform for National/Local Part of the local People Meter sample will involve the use of already established national homes in the People Meter sample. In Boston, there are more than 120 sample homes that will pull double-duty by providing data on both the national and local side. As new markets continue to roll out in the U.S. and sample sizes increase, there will be methodological and reporting advantages that carry over to our subscribers with the major markets being measured in the same fashion as the national service. Additionally, as we launch additional People Meter markets, a major benefit comes when an entire local market is integrated with the national sample. When this integration occurs, it will give Boston the advantage of 600 "common" homes. The Net Result of all of these benefits is greater quality  in your ratings from survey to survey, which will result in greater confidence in our viewing estimates. Nielsen Media Research's responsibility is to improve the methods of audience measurement. The People Meter is today's best measurement system. It effectively measures the television and viewing environment of today and tomorrow. It is a more accurate, more continuous, and more complete picture of viewing. Increased sample sizes coupled with a single measure for households and demographics will result in more stable viewing estimates.

Key Benefits of Our Membership Program

Membership Recruitment:  First, our Membership recruitment program is designed to convince members that they want to help provide good quality research.  By creating that desire, household members are much more likely to push buttons as “responsible participants.”

Membership Coaching:  Second, we coach our household panel members extensively.  When the People Meter is installed, the Field Representative assigned to that home will provide clear coaching, including demonstrations of how members are to log in and out.  We emphasize the “why” aspect of this, and our household panel members relate very well to the concept.

The Membership Representative forms a strong relationship with the entire household, visiting every six months, calling bi-monthly, and sending personal notes to every child, teen, and dependent young adult every six months.

As a Local People Meter market, Boston will enjoy the benefit of our Membership program.  Our Membership program has been designed to gain maximum cooperation from the basic households we approach for inclusion in our sample.  This approach has been very successful in our National People Meter sample and in the 13 current Area Probability metered markets, creating initial cooperation rates in the 60% range – this is extraordinary in today’s difficult survey environment.

• We use trained “recruiters,” people who excel in connecting interpersonally with household members.  Often these “Membership Reps” come from socially interactive backgrounds, such as teaching school, where their skills have been honed.  The first contact with a basic home is by a Membership Rep, even before any phone calls, which creates an immediately positive reaction by the household.

• We don’t try to gain “permission” from the household to cooperate.  Instead, we endeavor to convince them of the value of our research, and appeal to their sense of citizen responsibility.  The result is that our household members want to assist, and this approach creates not only high initial cooperation, but also leads to a more accurate measure of their viewing activity during the household's stay in our People Meter sample.

• We provide extensive coaching on how to use our People Meter, particularly to households with children, teens, and dependent young adults.

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