1 / 22

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

march
Download Presentation

The Local People Meter The Game Changer

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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 Local Markets.

  3. 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

  4. 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.

  5. 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

  6. 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)

  7. 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

  8. 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

  9. 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.

  10. 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.

  11. 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

  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. 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.

  20. 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.

  21. Nielsen’s A2M2 Measurement Plan Calls For Electronic Measurement In All Markets By 2012

  22. 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

More Related