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Boston & Beyond
TVBAdrienne Lotoski
WCVB-TVOctober 25, 2000
Nielsen’s Local People Meter Initiative
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Local People Meter Initiative
• Transformation in Local TV Measurement
• Boston DMA = Demonstration Market
• Implications for the Industry
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Audience Measurement Systems
Valid Accurate
Precise
Free From BiasReasonable
Large Measure of
User Confidence
* Requirements *
William Benz, ARF Workshop 7/13/88
Reliable
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Industry Implications
Different Form
of Local Audience
Measurement
Impact on Local
Advertising $$$
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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
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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
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TimelineNSI
Client Breakfast
60 LPM Homes
Installed
BTRC:Products
300 LPMHomes
InstalledWhite Paper
Discussion
11/0010/00 1-3/01 4/01
DemonstrationPeriod Begins
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The Transformation• Boston DMA poised for Nielsen
LPM demonstration period
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The Boston DMA• 6th Ranked DMA• Area Probability Methodology• Market Characteristics:
–High cable penetration –Low ethnic–High SPI
• NPM Cutback
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Industry ImplicationsLocal Broadcasters
TV Rep Firms
Advertisers
3rd Party Processors
Advertising Agencies
Networks
Cable Outlets
Syndicators
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TV Station ImplicationsResearch Director
Sales
Programming News
General Manager
Promotions
Public Relations
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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
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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
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Education Process
Meter Faults
Sample Turnover
Bridging & Editing Rules
National People Meter
Service
Systematic Data Differences
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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
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Broadcast Topics• Demonstration Period Duration
– Undefined: 6 to 12 months– Timing: Spring/Summer 2001 – Budgets– Data Analysis– National Advertisers/Agencies Input – Software
• Implementation
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Data Reporting• Nielsen Reports: VIP Format• Sweep Calendar• Local Product Line
–Changes in Current–Additional Products
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Data Reporting• Third-Party Processors• Use of Demonstration Data• Data/Tape Delays
–VIPS: 10 days–Overnights: 4 days
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Closing Thoughts• Industry Implications• Boston as Template for Future
Local People Meter Markets• Educating Local Broadcasters• Transformation to New Form of
Local TV Measurement