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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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slide1
The Local People Meter

The Game Changer

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

demographic information overnight are

being introduced into the top Local

Markets.

new vs old measurement in diary meter markets
New vs. Old Measurement In Diary/Meter Markets

Old Measurement

New Measurement in Top DMAs

(started 12/26/05)

HH data collected via meter

Persons data collected via diary

HH data collected via meter

Persons data collected via meter

Two Measurement Sources

One Measurement Source

Data collected during

“sweeps” periods

Data collected every minute

of the day, 365 days a year

diary deficiencies
Diary Deficiencies
  • Data measured during “Sweeps” only (Feb, May, July & November) when Broadcast typically airs its strongest programming.
    • This under reports cable severely.
  • Necessitates heavy active participation.
    • For the week, must record information for every station or channel viewed for every 15 minutes for the entire day.
    • One diary for each TV set.
  • Low sample sizes
    • Low cooperation and response rates.
    • Viewing estimates are calculated off small sample sizes.
    • Difficult to reach African-American & Hispanic households.
  • Contains “Zero-Cell”
    • A phenomenon that occurs when there is HH tuning in meter but no corresponding diary entries for the same channel and time.
  • Heavily reliance on recall.
    • A family member may sit down at the end of the diary week and fill in likely viewing.
local people meter the game changer5
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
increased reliability accuracy
Increased Reliability & Accuracy

Increased sample size coupled with a single measure for households and

demographics results in more stable viewing estimates.

DiaryLPM

Data Collection Sweeps periods only Continuous (Nov, Feb, July & May) Every minute, 365 days/yr

Two sources (HH via meter & One Source (HH & demo via

demo via diary) Electronic People Meter)

Panel No sample overlap In Panel for two years

from one week to next (viewing

is aggregated at end of month)

improved sample performance more stable sample
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

zero cell phenomenon
Zero-Cell Phenomenon

What is 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.

Nielsen’s Zero-Cell Ascription Model - Reduce frequency of “Zero-Cell”

  • Implemented in set meter/diary markets in 7/06.
  • To estimate the missing audience of zero cell quarter hours, ascription model uses the audiences from similar quarter hours by selecting “Donor Cells” from each market’s diary sample.
  • Nielsen’s Three Level Model
zero cell phenomenon9
Zero-Cell Phenomenon
  • FUSION
  • - the fusing of 2 separate meter based surveys—local metered markethousehold ratings and national people meter based demographics.
  • Benefits:
    • Elimination Of Diary Demo Underreporting and ‘Zero cell’
    • More Reportable Data
    • Electronic Panel Measurement
    • Projectable To Local Interconnect/System Geographies
    • Non-Sweep Data Available
  • LPM Eliminates Zero-Cell Phenomenon
  • - With the onset of Local People Meters, an electronic measurement,
  • zero cell phenomenon seizes to exist.
local people meter the game changer10
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.
a more accurate representation of the tv landscape increased tv viewing
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

local people meter the game changer12
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
redistribution increased viewing to ad supported cable
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.

redistribution accelerated viewing
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.

redistribution viewer migration
Redistribution: Viewer Migration

CHICAGO Avg RTG Gains/Losses: 5/05 (LPM) v. 5/04 (Diary)

Mon – Sun 7A-1A

Source: Nielsen, Broadcast= 6 nets.

redistribution significant viewership gains
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.

redistribution in primetime viewing migration to ad supported cable
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.

audience shifts in non sweep periods broadcast experiences dramatic drops
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.

audience shifts in non sweep periods declines experienced across all markets
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.

slide22

Local People Meters in Top 60 Markets by 2012

2004

2005

2006

2007

2008

2009

2010

2011

LOCAL PEOPLE METER ROLL-OUT

Boston

Philadelphia

Dallas

Houston

Phoenix

Orlando

Kansas City

Oklahoma City

New York

Wash. D.C.

Detroit

Tampa

Minneapolis

Sacramento

Columbus

Grnsboro-H-W

St. Louis

Cincinnati

Memphis

Los Angeles

Atlanta

Seattle

Cleveland

Pittsburgh

Chicago

Miami

Milwaukee

Louisville

San Fran.

Denver

Salt Lake City

Jacksonville

Portland OR

Baltimore

Grnville-S-A-A

Buffalo

Charlotte

San Antonio

Austin

Indianapolis

West Palm Bch

Providence

San Diego

Birmingham

New Orleans

Raleigh Durham

Norfolk

Knoxville

Hartford

Las Vegas

Richmond

Nashville

Albuquerque

Tulsa

Dayton

LPM Mkt. Live

Ft. Myers