Nielsen Announces Local-Meter Clients
By Jim Forkan -- Multichannel News, 2/24/2003 7:37:00 AM
Nielsen Media Research announced a half-dozen clients Monday for the upcoming rollout of its local "People Meter" service.
Of its planned top-10-market rollout, Nielsen said, its local People Meter will start next year in Los Angeles (in "early 2004"), New York, Chicago and San Francisco.
Philadelphia; Washington, D.C.; Detroit; and Dallas/Fort Worth, Texas, will join the list in 2005, followed by Atlanta in 2006.
The initial clients supporting its local People Meters, Nielsen said, will be the ABC- and NBC-owned TV stations, as well as Comcast Corp., Time Warner Cable in New York and Los Angeles and Adlink, the Los Angeles interconnect. (Local People Meter service began in Boston last year.)
The new meters -- which will enable clients to get demographic ratings overnight, rather than waiting for sweeps periods -- will replace the current set-meter/diary measurement system in the top 10 markets, which Nielsen estimated as reaching nearly 32 million television households, or 30 percent of all U.S. TV homes.
More than $10 million annually is spent on local TV alone across those top 10 markets, Nielsen added.
Nielsen reiterated Monday that its national People Meter sample will be nearly doubled to almost 10,000 households when that expansion is completed in 2006, as part of its reported $400 million-plus, seven-year contract with NBC and its cable siblings.
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