Marketing

Nielsen: ‘LPMs’ Record More Viewing

6/13/2005 7:29 AM Eastern

Based on head-to-head comparisons, “Local People Meters” in May recorded more TV viewing by people in Washington, D.C., and Philadelphia than were previously recorded by paper diaries, Nielsen Media Research officials said Monday.

During May, when both LPMs and meter/diary systems were fully operational in the two DMAs, the average rating for all people watching TV was 10% higher in Washington and 11% higher in Philadelphia under the LPM system.

After protests from broadcasters, Nielsen pushed back its deployment of LPMs by one month, to June 30, in both Washington and Philadelphia.

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