Boston

1
Boston Beyond
Nielsens Local People Meter Initiative

• TVB
• Adrienne Lotoski
• WCVB-TV
• October 25, 2000

2
Local People Meter Initiative

• Transformation in Local TV Measurement
• Boston DMA Demonstration Market
• Implications for the Industry

3
Audience Measurement Systems
Requirements
Valid
Accurate
Precise
Reliable
Free From Bias
Reasonable
William Benz, ARF Workshop 7/13/88
4
Industry Implications
Different Form of Local Audience Measurement
Impact on Local Advertising
5
Timeline
Boston DMA LPM Official Announcement
6 Month Delay
NAB TVB ARF Meetings
NSI Boston Client Meetings
White Paper Release
NSI Station Meetings
6
Timeline
NSI Client Breakfasts
BTRC Educational Series MRC
BTRC ARB PPM
BTRC Overview
BTRC Methodology
January 2001 Data Release 300 Homes
7
Timeline
NSI Client Breakfast
60 LPM Homes Installed
Demonstration Period Begins
300 LPM Homes Installed
White Paper Discussion
BTRC Products
8
The Transformation

• Boston DMA poised for Nielsen LPM demonstration
  period

9
The Boston DMA

• 6th Ranked DMA
• Area Probability Methodology
• Market Characteristics
• High cable penetration
• Low ethnic
• High SPI
• NPM Cutback

10
Industry Implications
Local Broadcasters
Advertisers
Networks
Cable Outlets
Advertising Agencies
3rd Party Processors
Syndicators
TV Rep Firms
11
TV Station Implications
Research Director
General Manager
Public Relations
Promotions
Sales
Programming
News
12
The Initiative
13
Local/National Differences
14
Education Process
Systematic Data Differences
National People Meter Service
Sample Turnover
Meter Faults
Bridging Editing Rules
15
Schedule
16
Broadcast Topics

• Demonstration Period Duration
• Undefined 6 to 12 months
• Timing Spring/Summer 2001
• Budgets
• Data Analysis
• National Advertisers/Agencies Input
• Software
• Implementation

17
Data Reporting

• Nielsen Reports VIP Format
• Sweep Calendar
• Local Product Line
• Changes in Current
• Additional Products

18
Data Reporting

• Third-Party Processors
• Use of Demonstration Data
• Data/Tape Delays
• VIPS 10 days
• Overnights 4 days

19
Closing Thoughts

• Industry Implications
• Boston as Template for Future Local People Meter
  Markets
• Educating Local Broadcasters
• Transformation to New Form of Local TV
  Measurement