Nielsen taking LPM to 38 more markets

As Arbitron works to roll out its Portable People Meter (PPM) to all of the top 50 radio markets by 2010, Nielsen is moving to expand its Local People Meters (LPM) to 38 additional markets by 2011. That will put LPMs in 56 of the top 63 markets, including all of the top 38. "This is a tremendous step forward for television measurement in these markets. Nielsen is committed to continuous improvement in its measurement services and converting markets to our electronic Local People Meters will significant improve the quality of our local measurement. As a key part of this process, we are also committed to working closely with the clients and stakeholders in every market to make the transition as smooth as possible," said Susan Whiting, Executive Vice President, the Nielsen Company, and Chairman, Nielsen Media Research.

LPMs are tied to TV set-tops and measure only in-home viewing, but report viewing daily for quick ratings statistics. Nielsen is also working on its own device, similar to Arbitron's PPM, to report strictly on out-of-home TV viewing.

When LPMs are introduced into the full 56 local markets, about 70% of US households will be measured by People Meters. Eight markets were already scheduled to switch to LPM ratings yet this year or next, completing the roll-out in the top 18 markets. The 38 additional markets just announced are to go live with LPMs from January 2009 through October 2011.

RBR/TVBR observation: Back in March 2006 (3/2/06 RBR #43), Nielsen made two important decisions. Decision 1: Turned thumbs down on a joint PPM venture with Arbitron. It would sure be a different world today if that decision had gone the other way! It was definitely a corporate culture clash, though, and we understand that Arbitron was reluctant to disclose a lot of data to Nielsen without a formal joint venture deal because the two companies, who once battled fiercely in the TV ratings business, just don't trust each other. Decision 2: Was told that it needed to be able to measure video viewing from new sources, such as the Internet and iPods, with the same quality by which it measures television. "Basically, follow the video." So, it has been doing just that with refined technology, new services and projects still in the works. Got to give Nielsen guys some credit 17 months later through buyout, restructuring they have stayed focused to that now great branding phrase: Nielsen - Follow The Video.