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Electronic Measurement Records Larger Audiences
The Local People Meter (LPM) TV audience measurement system records higher viewing figures than traditional diary and set meter systems, according to new data from Nielsen Media Research. During its trial of LPMs in Detroit and Dallas, recorded viewing figures rose by as much as 18%.
LPMs fully replaced the old meter/diary measurement system in Dallas and Detroit at the beginning of January. Last November, the two systems ran side by side.
A comparison shows that viewing levels measured by the LPM system were 14% higher in Dallas and 18% higher in Detroit than those recorded with the meter/diary system.
LPMs recorded higher viewing levels for most major demographic groups, with particularly significant increases among viewers aged 18-34, and for daytime and late-night viewing.
Nielsen states that LPMs are more accurate because they continuously record viewing by all household members. In addition, the LPM system uses larger samples. The Dallas LPM sample included 45.7% more households than the old system (612 vs 420). In Detroit, the LPM sample was 51.7% higher (622 households vs 410).
Nielsen also claims that the samples are more representative of the population, thanks to a higher rate of acceptance among households asked to join the LPM research.
Nielsen currently operates LPM services in New York, Los Angeles, Chicago, Boston, San Francisco, Philadelphia, Washington, DC, Detroit and Dallas, and intends to introduce them in Atlanta later this year. The company's web site is at www.nielsenmediaresearch.com
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