Nielsen Sets Out Local Audience Plan

Nielsen has launched an upgrade plan for its Local Audience Ratings, which includes quadrupling sample size across all local markets and doubling it in diary markets. The firm says this will provide broadcasters with 'more granular data' for both programing and ad sales.

Using a hybrid measurement methodology, the plan combines the firm's existing Local People Meter and Set Meter panels; a new proprietary home TV measurement technology known as Nielsen Code Reader; and complementary return path data obtained from set-top-box devices.

Nielsen says the initiative also lays the groundwork for local online, tablet and mobile cross-platform measurement and integrated media/purchase analytics, as well as the transformation of the paper diary.

Matt O'Grady (pictured), EVP and MD of Local Media, comments: 'Our clients' priorities are clear: improved ratings stability and cross-platform measurement. Nielsen will dramatically increase sample sizes, and has developed computer, tablet, and smartphone meters to capture all viewers, all consumers, all segments. This will be the foundation for cross-platform measurement.'

Nielsen has presented its plan to the Media Ratings Council (MRC), and the two organizations are working together to ensure the upgrade meets the MRC's standards.

Preliminary data will become available for twenty introductory markets in 2013, and all markets will have a parallel period of three to six months to evaluate, comment, and prepare for the new ratings while using Nielsen's existing service. Rollouts across the 190 remaining markets are expected to be completed within c.two years once client acceptance is secured.

Web site: www.nielsen.com .