TVBR's Daily Morning Epaper

Are you reading this from a forwarded email?
New readers can receive our TVBR Morning Epaper FREE for the next 60 Business days! SIGN UP HERE

Jim Carnegie, Editor & Publisher

Click on the banner to learn more...

Nielsen changes DC, Philadelphia LPM intro dates

Nielsen Media Research announced it will launch its local people meter service in Philadelphia and DC on 4/7/05, operating in conjunction with the current meter/diary service until 6/2/05 when the LPM will take over in both markets. That's months before it previously announced the dual service would begin (see chart, below), and weeks before a subsequent announcement said the dual service would commence.

Says Nielsen spokesperson Karen Gyimesi: "Philadelphia and Washington were originally set to launch April 28th, which is the beginning of the May sweep. What we've decided to do in those two markets is to give our clients a two-month preliminary period where they will have the people meter sample side-by-side with the set meter diary sample to compare the two and get themselves ready to adjust to the new people meter sample."

Preliminary overnights are released 7 days after the date and preliminary VIP's mail 10 days after the Set-meter / diary VIP to avoid any confusion.

Nielsen has plans to bring LPM's continuous, overnight demographic ratings into the top 10 television markets in the U.S. by 2006. LPMs are up and running in Boston, Chicago, Los Angeles, New York, and San Francisco. The schedule now calls for Dallas and Detroit to be switched in November 2005; and the last market, Atlanta, in May 2006. Also see related story on Nielsen's Local Timeshifting Measurement Plan.

Local People Meter Rollout Schedule

DMA

LPM Data Restrictions Lifted for Historical Use

LPM Live Data Begins
(*Dual MM/LPM Service)

LPM Only Start Date
(Exclusive Service)

Boston	-	April 25, 2002	April 25, 2002
New York	April 8, 2004	June 3, 2004*	September 2, 2004
Los Angeles	April 29, 2004	July 8, 2004*	August 5, 2004
Chicago	July 8, 2004	August 5, 2004*	September 23, 2004
San Francisco	-	September 30, 2004*	December 30, 2004
Philadelphia	-	June 2, 2005	June 2, 2005
Washington D.C.	-	June 2, 2005	June 2, 2005
Dallas-Ft. Worth	-	November 3, 2005	-
Detroit	-	November 3, 2005	-
Atlanta	-	May 2006	-

Nielsen updates local timeshifting measurement plan

Earlier this year, Nielsen Media Research announced a plan to measure timeshifted viewing from Digital Video Recorders in Local and National syndicated services in 2005. Nielsen originally planned to introduce timeshifting measurement in the latter part of 2006, however, the growth of cable and DBS boxes equipped with DVRs, as well as growth of stand-alone TiVo boxes, made it imperative that measurement commence earlier. Currently, homes in its metered panels with these devices are bypassed and not included in the metered samples. See related story on LPM schedule changes in DC and Philly.

Measurement of DVR households will begin according to the following schedule:

Start Date	Sample
April 7, 2005	Local Set Metered Market Samples DVR households will begin to be included in all local Set Metered Market samples.
April 28, 2005 (May 2005 Measurement Period)	Local Diary Samples DVR households will begin to be included for household and persons data in all Diary samples (including Set Metered Markets).
August 29, 2005	Local & National People Meter Samples DVR households will begin to be included in all Local People Meter samples and in the National People Meter sample.

Note: Given the schedule for implementing local people meter service in Philadelphia and Washington, Nielsen determined that DVR measurement in these markets will follow the schedule for the existing LPM markets.

Television Business Report
First... Fast... Factual and Independently Owned

New readers can receive our TVBR Morning Epaper
FREE for the next 60 Business days!