Nielsen: ‘LPMs’ Boost Minority Ratings

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“Local People Meters” are registering more viewing by African-American audiences in Dallas and Detroit than the old methodology for local ratings, Nielsen Media Research said Wednesday.

For three months prior to switching over to LPMs in January, Nielsen operated the new meters alongside its meter/diary systems in those two markets. That way, the company was able to make head-to-head comparisons of data from both methodologies for November.

Nielsen reported that viewing levels for all African Americans over age two were 24% higher in Dallas and 21% higher in Detroit with LPMs than under the meter/diary system.

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