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The Local People Meter - The Game Changer

The Local People Meter - The Game Changer. Local People Meter – The Game Changer. Local People Meter is an electronic measurement replacing the paper diary system that had been used for years to measure local TV viewing. LPM’s which provide continuous

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The Local People Meter - The Game Changer

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  1. The Local People Meter - The Game Changer

  2. Local People Meter – The Game Changer Local People Meter is an electronic measurement replacing the paper diary system that had been used for years to measure local TV viewing. LPM’s which provide continuous demographic information overnight are being introduced into the top ten local Markets by 2006. • Boston, New York, Los Angeles, Chicago, San Francisco, Philadelphia, Washington DC, Dallas, Detroit, & Atlanta.

  3. Local People Meter – The Game Changer Old Measurement New Measurement in Top 10 DMAs One Measurement Source: Electronic People Meter Two Measurement Sources: HH Meter – HH Level Diary - Persons

  4. Local People Meter – The Game Changer • INCREASED RELIABILITY/ACCURACY • IMPROVED SAMPLE PERFORMANCE/MORE STABLE SAMPLE • ELIMINATION OF ZERO CELL • SINGLE PLATFORM FOR NATIONAL/LOCAL • REDISTRIBUTION OF VIEWING • IMPACT OF SWEEPS CLEARLY DISCERNABLE

  5. Local People Meter – The Game Changer INCREASED RELIABILITY/ACCURACY LPMs are able to detect a larger number of viewers with greater precision because they electronically record the viewing of all household members on a continuous basis. Increased sample size coupled with a single measure for households and demographics will result in more stable viewing estimates. A more stable panel, with persons contributing to ratings for up to two years, in contrast to the diary design, where there is no sample overlap from one week to the next.

  6. Local People Meter – The Game Changer IMPROVED SAMPLE PERFORMANCE/ MORE STABLE SAMPLE • The LPM has a larger sample size. • Younger demos are better represented in the sample. Source: Nielsen. New York DMA, avg week in May 05 v. 04

  7. Local People Meter – The Game Changer • INCREASED RELIABILITY/ACCURACY • IMPROVED SAMPLE PERFORMANCE/MORE STABLE SAMPLE • ELIMINATION OF ZERO CELL Zero cell is a phenomenon that occurs when there is HH tuning in meter but no corresponding diary entries for the same channel and time. With the onset of Local People Meters, an electronic measurement, zero cell phenomenon seizes to exist.

  8. Local People Meter – The Game Changer • INCREASED RELIABILITY/ACCURACY • IMPROVED SAMPLE PERFORMANCE/MORE STABLE SAMPLE • ELIMINATION OF ZERO CELL • SINGLE PLATFORM FOR NATIONAL/LOCAL Major advantages of Local Market Integration with National Sample: • Increased sample sizes • Advantage of “common” homes – pulling double-duty by providing data on both the national and local side. • Better representation of U.S.

  9. A More Accurate Representation Of The TV Landscape: Increased TV Viewing LPM Markets With Largest Increases in Viewers (P2+) 5/05 (LPM) v. 5/04 (Diary) Source: Nielsen, Mon-Sun 7a-1a

  10. Increased Viewing Of More Channels LPM Markets With Largest P2+ Increases In Channel Viewing 5/05 (LPM) v. 5/04 (Diary) Source: Nielsen. Mon-Sun 7a-1A

  11. Accurate Representation Among Advertisers Key Target – P18-49 LPM Markets With Largest P18-49 Increases In Channel Viewing 5/05 (LPM) v. 5/04 (Diary) Source: Nielsen. Mon-Sun 7a-1A

  12. Local People Meter – The Game Changer • INCREASED RELIABILITY/ACCURACY • IMPROVED SAMPLE PERFORMANCE/MORE STABLE SAMPLE • ELIMINATION OF ZERO CELL • SINGLE PLATFORM FOR NATIONAL/LOCAL • REDISTRIBUTION OF VIEWING AMONG KEY TARGETS • MIGRATION TO CABLE • IMPACT OF SWEEPS CLEARLY DISCERNABLE

  13. Redistribution: Increased Viewing To Ad-Supported Cable NEW YORK Avg RTG Gains/Losses: 5/05 (LPM) v. 5/04 (Diary) Mon – Sun 7A-1A Source: Nielsen, Broadcast= 6 nets.

  14. Redistribution: Accelerated Viewing LOS ANGELES Avg RTG Gains/Losses: 5/05 (LPM) v. 5/04 (Diary) Mon – Sun 7A-1A Source: Nielsen, Broadcast= 6 nets.

  15. Redistribution: Viewer Migration CHICAGO Avg RTG Gains/Losses: 5/05 (LPM) v. 5/04 (Diary) Mon – Sun 7A-1A Source: Nielsen, Broadcast= 6 nets.

  16. Redistribution: Significant Viewership Gains SAN FRANCISCO Avg RTG Gains/Losses: 5/05 (LPM) v. 5/04 (Diary) Mon – Sun 7A-1A Source: Nielsen, Broadcast= 6 nets.

  17. Redistribution In Primetime?

  18. Redistribution In Primetime Viewing: Migration To Ad-Supported Cable Gains/Losses: 5/05 (LPM) v. 5/04 (Diary) Mon – Sat 8-11P & Sun 7-11P Source: Nielsen, Broadcast= 6 nets, San Francisco DMA.

  19. Local People Meter – The Game Changer • INCREASED RELIABILITY/ACCURACY • IMPROVED SAMPLE PERFORMANCE/MORE STABLE SAMPLE • ELIMINATION OF ZERO CELL • SINGLE PLATFORM FOR NATIONAL/LOCAL • REDISTRIBUTION OF VIEWING • IMPACT OF SWEEPS CLEARLY DISCERNABLE Diary measurement takes place during sweep months when Broadcast telecasts its strongest programming. Sweep months are used to estimate rest of year. Today in Top 10 Markets, LPMs provide accurate continuous measurement throughout the year - not just during sweep periods.

  20. Audience Shifts In Non-Sweep Periods: Broadcast Experiences Dramatic Drops A18-49 Grps Mon-Sa 8-11p & Su 7-11p Mon-Sun 7a-1a Source: Nielsen Pro-File DMA. Los Angeles DMA. Includes all nets that meet a 2.5% cume qualifier.

  21. Audience Shifts In Non-Sweep Periods: Declines Experienced Across All Markets BROADCAST: A18-49 Grps Mon-Sa 8-11p & Su 7-11p Mon-Sun 7a-1a Source: Nielsen Pro-File DMA. Includes all nets that meet a 2.5% cume qualifier.

  22. Local People Meter – The Game Changer ROLL-OUT SCHEDULE Source: Nielsen.

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