Nielsen Media Research to Launch People Meter Service

Starting with the May sweep in 2002, Nielsen Media Research is to use People Meters as its standard methodology for collecting television audience estimates in Boston in the USA.

In May 2002 the existing meter-diary ratings service will be shut down, and Boston will become the first local People Meter market in the States, pumping out demographic data 365 days a year. At the end of April this year Nielsen Media Research began a year long demonstration period in Boston by reporting, in tandem, audience estimates from two different panels - the existing set-meter panel and the new People Meter panel.

From one panel, estimates are obtained from the existing set-tuning meter service, which is the methodology used to support the existing currency. (During sweep months, persons viewing estimates are reported using paper diaries collected from an independent panel of respondents, and the data are integrated with data from the set-tuning meter panel.) Running parallel to the set-meter panel is the new People Meter panel. Demonstration data from both panels (including diaries during sweep periods) will continue to run until May 2002.

According to Ken Wollenberg, senior vice president for local services at Nielsen Media Research, "The quality measures of the People Meter sample in Boston far exceed the existing meter-diary standard. This year-long demonstration in Boston is proving why People Meters are today's best measurement system. It is the global standard, providing improved accuracy, continuous demographic measurement and vastly superior analytical capabilities for all users of the data."

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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