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Audience Measurement Systems Valid Accurate Precise Free From Bias Reasonable Large Measure of User Confidence * Requirements * William Benz, ARF Workshop 7/13/88 Reliable
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Boston & Beyond
TVBAdrienne Lotoski
WCVB-TVOctober 25, 2000
Nielsen’s Local People Meter Initiative
Local People Meter Initiative
• Transformation in Local TV Measurement
• Boston DMA = Demonstration Market
• Implications for the Industry
Audience Measurement Systems
Valid Accurate
Precise
Free From BiasReasonable
Large Measure of
User Confidence
* Requirements *
William Benz, ARF Workshop 7/13/88
Reliable
Industry Implications
Different Form
of Local Audience
Measurement
Impact on Local
Advertising $$$
Timeline
NSI Station
Meetings
Boston DMA LPM Official Announcement
NSI Boston Client
Meetings
White Paper
Release
11/99 12/99 1/00 3/00 4/00
NABTVBARF
Meetings
6 Month Delay
TimelineNSI Client Breakfasts
BTRC:ARBPPM
January 2001 Data Release300 Homes
BTRC Educational
Series: MRC BTRC:
Overview
4/00,5/00 &8/00
5/00 6/00 9/007/00
BTRC:Methodology
TimelineNSI
Client Breakfast
60 LPM Homes
Installed
BTRC:Products
300 LPMHomes
InstalledWhite Paper
Discussion
11/0010/00 1-3/01 4/01
DemonstrationPeriod Begins
The Transformation• Boston DMA poised for Nielsen
LPM demonstration period
The Boston DMA• 6th Ranked DMA• Area Probability Methodology• Market Characteristics:
–High cable penetration –Low ethnic–High SPI
• NPM Cutback
Industry ImplicationsLocal Broadcasters
TV Rep Firms
Advertisers
3rd Party Processors
Advertising Agencies
Networks
Cable Outlets
Syndicators
TV Station ImplicationsResearch Director
Sales
Programming News
General Manager
Promotions
Public Relations
The Initiative“The local people meter initiative integrates two very different methodologies requiring Nielsen to synthesize the issues of data collection, editing, and reporting from different communities.”
Point of View: Local People Meter Initiative, 3/15/00
Local/National DifferencesLocal National
Crediting Average QTRHour
Average Minute
Week Thursday-Wednesday
Monday-Sunday
Focus Sweep September-May
Weighting Yes Yes - 2001
Program Titling LocalBroadcasters
Network
Education Process
Meter Faults
Sample Turnover
Bridging & Editing Rules
National People Meter
Service
Systematic Data Differences
ScheduleDate Phase Sample Size
April 2000 Sample Design &Selection
-
September 2000 Recruitment/Installation
110 NPM
January 2001 Limited DataRelease
300(NPM + 190)
April/May 2001 VIPs / TV HHOvernights
420
July 2001 VIPs / TV HH &Demo OvernightsOverOvernights
600
October 2001-April 2002
Local PM ServiceOfficial
600
Broadcast Topics• Demonstration Period Duration
– Undefined: 6 to 12 months– Timing: Spring/Summer 2001 – Budgets– Data Analysis– National Advertisers/Agencies Input – Software
• Implementation
Data Reporting• Nielsen Reports: VIP Format• Sweep Calendar• Local Product Line
–Changes in Current–Additional Products
Data Reporting• Third-Party Processors• Use of Demonstration Data• Data/Tape Delays
–VIPS: 10 days–Overnights: 4 days
Closing Thoughts• Industry Implications• Boston as Template for Future
Local People Meter Markets• Educating Local Broadcasters• Transformation to New Form of
Local TV Measurement
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