The Local People Meter

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• The Local People Meter
• The Game Changer

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Local People Meter The Game Changer

• Local People Meter is an electronic
• measurement replacing the paper diary
• system that had been used for years to
• measure local TV viewing.
• LPMs which provide continuous
• demographic information overnight are
• being introduced into the top Local
• Markets.

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New vs. Old Measurement In Diary/Meter Markets
Old Measurement
New Measurement in Top DMAs (started 12/26/05)
HH data collected via meter Persons data
collected via diary
HH data collected via meter Persons data
collected via meter
Two Measurement Sources
One Measurement Source
Data collected during sweeps periods
Data collected every minute of the day, 365 days
a year
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Diary Deficiencies

• Data measured during Sweeps only (Feb, May,
  July November) when Broadcast typically airs
  its strongest programming.
• This under reports cable severely.
• Necessitates heavy active participation.
• For the week, must record information for every
  station or channel viewed for every 15 minutes
  for the entire day.
• One diary for each TV set.
• Low sample sizes
• Low cooperation and response rates.
• Viewing estimates are calculated off small sample
  sizes.
• Difficult to reach African-American Hispanic
  households.
• Contains Zero-Cell
• A phenomenon that occurs when there is HH tuning
  in meter but no corresponding diary entries for
  the same channel and time.
• Heavily reliance on recall.
• A family member may sit down at the end of the
  diary week and fill in likely viewing.

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Local People Meter The Game Changer

• INCREASED RELIABILITY/ACCURACY
• IMPROVED SAMPLE PERFORMANCE/MORE STABLE SAMPLE
• ELIMINATION OF ZERO CELL
• SINGLE PLATFORM FOR NATIONAL/LOCAL
• REDISTRIBUTION OF VIEWING

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Increased Reliability Accuracy

• Increased sample size coupled with a single
  measure for households and
• demographics results in more stable viewing
  estimates.
• Diary LPM
• Data Collection Sweeps periods only Continuous
  (Nov, Feb, July May) Every minute, 365
  days/yr
• Two sources (HH via meter One
  Source (HH demo via
• demo via diary) Electronic People Meter)
• Panel No sample overlap In Panel for two years
• from one week to next (viewing
• is aggregated at end of month)

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Improved Sample Performance/More Stable Sample

• The LPM has a larger sample size.
• Younger demos are better represented in the
  sample.

CH2-11 T12-17 A18-49 A18-34 A25-54
Diary Avg. Weekly Intab 134 92 496 217 525
LPM Avg. Weekly Intab 255 134 852 379 829
Source Nielsen. New York DMA, avg week in May
05 v. 04
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Zero-Cell Phenomenon

• What is Zero-Cell?
• Zero cell is a phenomenon that occurs when there
  is HH tuning in meter but no corresponding diary
  entries for the same channel and time.
• Nielsens Zero-Cell Ascription Model - Reduce
  frequency of Zero-Cell
• Implemented in set meter/diary markets in 7/06.
• To estimate the missing audience of zero cell
  quarter hours, ascription model uses the
  audiences from similar quarter hours by selecting
  Donor Cells from each markets diary sample.
• Nielsens Three Level Model

Level Program Daypart Day
1 X X X
2 X X
3 X X
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Zero-Cell Phenomenon

• FUSION
• - the fusing of 2 separate meter based
  surveyslocal metered markethousehold ratings
  and national people meter based demographics.
• Benefits
• Elimination Of Diary Demo Underreporting and
  Zero cell
• More Reportable Data
• Electronic Panel Measurement
• Projectable To Local Interconnect/System
  Geographies
• Non-Sweep Data Available
• LPM Eliminates Zero-Cell Phenomenon
• - With the onset of Local People Meters, an
  electronic measurement,
• zero cell phenomenon seizes to exist.

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Local People Meter The Game Changer

• INCREASED RELIABILITY/ACCURACY
• IMPROVED SAMPLE PERFORMANCE/MORE STABLE SAMPLE
• ELIMINATION OF ZERO CELL
• SINGLE PLATFORM FOR NATIONAL/LOCAL
• Major advantages of Local Market Integration with
  National
• Sample
• Increased sample sizes
• Advantage of common homes pulling double-duty
  by providing data on both the national and local
  side.
• Better representation of U.S.

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A More Accurate Representation Of The TV
Landscape Increased TV Viewing
LPM Markets With Largest Increases in Viewers
(P2) 5/05 (LPM) v. 5/04 (Diary)
Source Nielsen, Mon-Sun 7a-1a
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Local People Meter The Game Changer

• INCREASED RELIABILITY/ACCURACY
• IMPROVED SAMPLE PERFORMANCE/MORE STABLE SAMPLE
• ELIMINATION OF ZERO CELL
• SINGLE PLATFORM FOR NATIONAL/LOCAL
• REDISTRIBUTION OF VIEWING AMONG KEY TARGETS
• MIGRATION TO CABLE
• IMPACT OF SWEEPS CLEARLY DISCERNABLE

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Redistribution Increased Viewing To
Ad-Supported Cable
NEW YORK Avg RTG Gains/Losses 5/05 (LPM) v. 5/04
(Diary) Mon Sun 7A-1A
Source Nielsen, Broadcast 6 nets.
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Redistribution Accelerated Viewing
LOS ANGELES Avg RTG Gains/Losses 5/05 (LPM) v.
5/04 (Diary) Mon Sun 7A-1A
Source Nielsen, Broadcast 6 nets.
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Redistribution Viewer Migration
CHICAGO Avg RTG Gains/Losses 5/05 (LPM) v. 5/04
(Diary) Mon Sun 7A-1A
Source Nielsen, Broadcast 6 nets.
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Redistribution Significant Viewership Gains
SAN FRANCISCO Avg RTG Gains/Losses 5/05 (LPM) v.
5/04 (Diary) Mon Sun 7A-1A
Source Nielsen, Broadcast 6 nets.
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Redistribution In Primetime?
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Redistribution In Primetime Viewing Migration
To Ad-Supported Cable
Gains/Losses 5/05 (LPM) v. 5/04 (Diary) Mon
Sat 8-11P Sun 7-11P
Source Nielsen, Broadcast 6 nets, San
Francisco DMA.
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Audience Shifts In Non-Sweep Periods Broadcast
Experiences Dramatic Drops
A18-49 Grps
Mon-Sa 8-11p Su 7-11p
Mon-Sun 7a-1a
Source Nielsen Pro-File DMA. Los Angeles DMA.
Includes all nets that meet a 2.5 cume
qualifier.
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Audience Shifts In Non-Sweep Periods Declines
Experienced Across All Markets
BROADCAST A18-49 Grps
Mon-Sa 8-11p Su 7-11p
Mon-Sun 7a-1a
Source Nielsen Pro-File DMA. Includes all nets
that meet a 2.5 cume qualifier.
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Nielsens A2M2 Measurement Plan Calls For
Electronic Measurement In All Markets By 2012
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Local People Meters in Top 60 Markets by 2012
2005
2006
2007
2008
2009
2010
2011
2004
LOCAL PEOPLE METER ROLL-OUT
Boston
Philadelphia
Dallas
Houston
Phoenix
Oklahoma City
Kansas City
Orlando
New York
Wash. D.C.
Detroit
Tampa
Minneapolis
Grnsboro-H-W
Columbus
Sacramento
Memphis
Cincinnati
St. Louis
Los Angeles
Atlanta
Seattle
Cleveland
Chicago
Miami
Louisville
Milwaukee
Pittsburgh
San Fran.
Denver
Jacksonville
Salt Lake City
Portland OR
Buffalo
Grnville-S-A-A
Baltimore
Austin
San Antonio
Charlotte
Indianapolis
Providence
West Palm Bch
New Orleans
Birmingham
San Diego
Knoxville
Norfolk
Raleigh Durham
Richmond
Las Vegas
Hartford
Tulsa
Albuquerque
Nashville
Dayton
Ft. Myers
LPM Mkt. Live