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Boston & Beyond

Nielsen’s Local People Meter Initiative. Boston & Beyond. TVB Adrienne Lotoski WCVB-TV October 25, 2000. Transformation in Local TV Measurement Boston DMA = Demonstration Market Implications for the Industry. Local People Meter Initiative. Large Measure of User Confidence.

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Boston & Beyond

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  1. Nielsen’s Local People Meter Initiative Boston & Beyond TVB Adrienne Lotoski WCVB-TV October 25, 2000

  2. Transformation in Local TV Measurement Boston DMA = Demonstration Market Implications for the Industry Local People Meter Initiative

  3. Large Measure of User Confidence Audience Measurement Systems * Requirements * Valid Accurate Precise Reliable Free From Bias Reasonable William Benz, ARF Workshop 7/13/88

  4. Industry Implications Different Form of Local Audience Measurement Impact on Local Advertising $$$

  5. 11/99 12/99 1/00 3/00 4/00 Timeline Boston DMA LPM Official Announcement 6 Month Delay NAB TVB ARF Meetings NSI Boston Client Meetings White Paper Release NSI Station Meetings

  6. 5/00 6/00 7/00 9/00 4/00,5/00 & 8/00 Timeline NSI Client Breakfasts BTRC Educational Series: MRC BTRC: ARB PPM BTRC: Overview BTRC: Methodology January 2001 Data Release 300 Homes

  7. 4/01 10/00 11/00 1-3/01 Timeline 60 LPM Homes Installed NSI Client Breakfast Demonstration Period Begins 300 LPM Homes Installed White Paper Discussion BTRC: Products

  8. Boston DMA poised for Nielsen LPM demonstration period The Transformation

  9. 6th Ranked DMA Area Probability Methodology Market Characteristics: High cable penetration Low ethnic High SPI NPM Cutback The Boston DMA

  10. Industry Implications Local Broadcasters Networks Advertisers Cable Outlets Advertising Agencies Syndicators 3rd Party Processors TV Rep Firms

  11. TV Station Implications Research Director General Manager Public Relations Promotions Sales Programming News

  12. “The local people meter initiative integrates two very different methodologies requiring Nielsen to synthesize the issues of data collection, editing, and reporting from different communities.” Point of View: Local People Meter Initiative, 3/15/00 The Initiative

  13. Local/National Differences

  14. Education Process Systematic Data Differences National People Meter Service Sample Turnover Bridging & Editing Rules Meter Faults

  15. Schedule

  16. Demonstration Period Duration Undefined: 6 to 12 months Timing: Spring/Summer 2001 Budgets Data Analysis National Advertisers/Agencies Input Software Implementation Broadcast Topics

  17. Data Reporting • Nielsen Reports: VIP Format • Sweep Calendar • Local Product Line • Changes in Current • Additional Products

  18. Data Reporting • Third-Party Processors • Use of Demonstration Data • Data/Tape Delays • VIPS: 10 days • Overnights: 4 days

  19. Closing Thoughts • Industry Implications • Boston as Template for Future Local People Meter Markets • Educating Local Broadcasters • Transformation to New Form of Local TV Measurement

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