Nielsen slows down LPM roll-out


Nielsen says there was client concern about installing Local People Meters in 43 markets over the next four years. That roll-out plan has now been extended by a year, with 56 markets due to have LPM ratings by October 2012.

As part of a detailed update on its Anytime Anywhere Media Measurement initiative, Nielsen noted that it had gotten feedback from clients that the LPM roll-out schedule was too aggressive and that it would have been difficult for them to absorb change in so many markets. “They also were apprehensive about the impact of the schedule on the level of quality,” the ratings company noted. “Although we had a strong plan to achieve the original schedule, while meeting our own high quality standards, we agree that adding an extra year makes the LPM roll-out more manageable, both for our clients and Nielsen,” it said. Nielsen still plans to add five LPM markets this year, bringing the total to 18.

The revised schedule means that Pittsburgh, Portland, OR and Baltimore, which had been set to begin LPM measurement in April 2009, will now wait until July 2009. At the far end of the schedule, Tulsa, Dayton and Ft. Myers will have their October 2011 start date moved a full year to October 2012. Click on the pdf link below to see the entire revised roll-out schedule.

Nielsen also announced plans to begin measuring television viewing on PCs. A “carefully phased test” is scheduled for later this year to incorporate TV viewing via PCs in Peper Meter panels.