Nielsen Releases ‘LPM’ Task-Force Findings

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Looking to quell the News Corp.-led backlash to its new “Local People Meter” system, Nielsen Media Research released a set of recommendations Monday that were suggested by a task force the ratings-measurement company formed last summer.

The recommendations included placing a bigger emphasis on recruiting Nielsen households and “oversampling” people of color in all LPM markets.

“We believe that oversampling represents a very positive opportunity to improve the accuracy of the ratings among households of color,” Nielsen said.

The company also said it would create versions of its household-recruitment materials in Spanish and “the main Asian languages.”

Don’t Count Us Out, a coalition that is backed financially by News Corp., said Wednesday that Nielsen isn’t doing enough to improve the LPM system and the company should halt its rollout.

The group has also lobbied for legislation to regulate Nielsen, and it recently asked the Federal Trade Commission to take a look at the ratings company.

Nielsen has published the full report from the task force on a Web site (www.everyonecounts.tv).

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