Coalition Seeks ‘LPM’ Delays in Chicago, L.A.


Don’t Count Us Out, a coalition of African-American and Hispanic groups backed by News Corp., asked Wednesday for the delay of new “Local People Meter” launches until a new special task force reviews their implementation.

The group said Nielsen Media Research’s appointment of members to the task force -- which will study TV measurement of minority audiences -- was “a step in the right direction.”

But the coalition suggested that Nielsen push back LPM launches in new markets -- apparently referring to Chicago and Los Angeles -- “until the task force’s work is complete.” Nielsen’s deployment of LPMs in New York kicked off June 3.

Don’t Count Us Out also asked that Nielsen release the results of a Media Rating Council audit of its LPMs, and that one coalition representative be allowed to attend all task-force meetings as a nonparticipating observer.

Nielsen, in consultation with Rep. Charles Rangel (D-N.Y.), named former Illinois Congresswoman Cardiss Collins to chair the task force Tuesday, more than two months after announcing that the group was in the works.

A variety of community and TV-industry leaders were also named to the body, which the coalition said needs to clarify its exact mission.

“The new task force has the potential to finally restore the integrity of the ratings system,” Don’t Count Us Out said in a prepared statement. “The coalition regrets that Nielsen chose to wait more than two full months to form this team and, in the meantime, it has taken the irresponsible step of moving forward with the deployment of the LPM systems in New York. However, now there is the opportunity to undo this damage.”