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National People Meter Expansion Continues
Nielsen Media Research has added an extra 2,000 households to its National People Meter TV measurement sample. This is the first step in a plan to increase the effective sample to 10,000 homes by next year, in order to improve accuracy and allow for more in-depth analysis.
In 2003, the company announced plans to double the sample from 5,000 to 10,000 - a move that it says will reduce sampling error by 28%, and will produce more stable data in the face of increasingly fragmented audiences. The larger sample will also allow for more targeted demographic and geographic breaks.
In addition to its national measurement, Nielsen also measures some of the largest local markets in the US (such as New York, Los Angeles and Chicago) with meters. In smaller markets, TV ratings are collected using paper diaries. The expansion of the national sample will be complete once all ten of the Local People Meter markets are fully operational and integrated into the National People Meter sample. To date, seven of the ten are integrated. The newly added sample households are from outside the Local People Meter (LPM) markets.
Sara Erichson, General Manager of National Services, describes the increased sample as a 'vital achievement in our goal to provide clients with a robust national sample. The expanded sample will provide a strong foundation for the innovations we will introduce in 2006, beginning with time-shifted viewing data.'
The National People Meter service provides audience estimates for all national program sources, including broadcast networks, cable networks, Spanish language networks, and national syndicators. Local ratings estimates are also produced for each of the 210 television markets in the US. The company is online at www.nielsenmedia.com.
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