Nielsen Media Research to Launch
People Meter Service
In Boston in May 2002
The Global Standard in Television
Audience Measurement
BOSTON, OCTOBER 4, 2001 – Beginning with
the start of the May sweep in 2002, Nielsen Media Research will use People Meters as its
standard methodology for collecting television audience estimates in Boston.
Executives from Nielsen
Media Research, the television ratings company, and MediaCom, one of the largest media
buying and planning agencies in the U.S., met with television industry executives in
Boston today to discuss the latest trends in the data.
In May 2002 the
existing meter-diary ratings service will be shut down, and Boston will become the first
local People Meter market in the U.S., pumping out demographic data 365 days a year. On April 26, 2001, Nielsen Media Research
began a year-long demonstration period in Boston by reporting, in tandem, audience
estimates from two different panels – the existing set-meter panel and the new People
Meter panel.
“The quality measures of the People Meter sample in Boston far exceed the existing meter-diary standard,” said Ken Wollenberg, senior vice president for local services at Nielsen Media Research. “This year-long demonstration in Boston is proving why People Meters are today’s best measurement system. It is the global standard, providing improved accuracy, continuous demographic measurement and vastly superior analytical capabilities for all users of the data.”
Speaking to the industry
group meeting in Boston today, Tony Jarvis, senior vice president, director strategic
insights for MediaCom added, “Across your whole spectrum of local programming, the
quality and frequency of this (People Meter) data will be a cornerstone to helping
broadcasters and agencies develop new business. The total broadcaster revenue in Boston
could potentially increase, based on the weekly audience measurement and the resulting
superior inventory management.”
The Demonstration
During the year-long
demonstration period in Boston, Nielsen Media Research reported daily audience estimates
from two different panels. From one panel,
estimates are obtained from the existing set-tuning meter service, which is the
methodology used to support the existing currency. (During
sweep months, persons viewing estimates are reported using paper diaries collected from an
independent panel of respondents, and the data are integrated with data from the
set-tuning meter panel.) Running parallel to
the set-meter panel is the new People Meter panel.
Demonstration data from
both panels (including diaries during sweep periods) will continue to run until May 2002
when the existing set-tuning meter service will be shut down. Diary service also will stop. From that point, only People Meters will be used
for television audience ratings estimates in Boston.
“The move to People
Meters on the local level is vital to spot television’s share in the television
advertising mix,” said Jarvis. “Fifty-two-week
measurement enables broadcasters to maximize revenue based on total demand, and it will
grow their business. Having reviewed the Boston situation with MediaCom’s planners
and buyers -- who are the best in the business--“ Jarvis continued, “MediaCom
would like to make the Boston broadcasters a commitment.
We commit to ensuring that our clients understand that spot TV in Boston is based
on a new currency and that market-by-market goals will be achieved based on this new and
better Boston TV currency.”
Alan Rovitzky, vice
president, associate director strategic insights for MediaCom, added, “Cost-per-points are really driven by supply
and demand, and the marketplace will work out adjusted rates. Boston’s spot buys will stabilize over a long
shake out period.”
Nielsen Media Research is
the leading provider of television audience measurement and related services in the United
States. Its National People Meter Service provides audience estimates for all national
program sources, including broadcast networks, cable networks, Spanish language
television, and national syndicators. Local
rating services estimate audiences for each of 210 television markets in the U.S.,
including electronic metered service in 53 markets. Nielsen
Media Research also provides competitive advertising intelligence information through
Nielsen Monitor-Plus, and Internet usage and advertising information through
Nielsen//NetRatings. Nielsen Media Research
is a subsidiary of Netherlands-based VNU, one of the world’s leading media and
information companies. Additional information can be found at www.nielsenmedia.com.
MediaCom is the seventh largest media service company in the world with over $11 billion in billings and has offices in 71 countries. MediaCom provides strategic planning and buying expertise resulting in business building media solutions for clients. MediaCom is a wholly owned partner company of the Grey Global Group (Nasdaq:GREY).
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