More People Watching More Television In San Francisco According to Nielsen's Local People Meters

More People Watching More Television In San Francisco According to Nielsen's Local People Meters

NEW YORK, June 9 /PRNewswire/ -- More people are watching more television in San Francisco than were previously measured, according to information released today from Nielsen Media Research.

According to measurements of electronic Local People Meters (LPMs), which were introduced in San Francisco in October 2004, 18.5% more people watched television in May 2005 than in May 2004. The LPM information showed that, on average, 19.8% of San Franciscans were watching television throughout the day in May 2005, compared to 16.7% in May 2004 (in 2005 this ranged from 4.2% of viewers in the early morning to 36.5% during primetime). LPMs, which provide demographic information overnight, replaced the paper diary system that Nielsen had been using in sample homes for years to measure TV viewing in the San Francisco market.

Among all viewers, the demographic group that showed the largest increase was Men 25-54. According to Nielsen, 18.2% of San Francisco men in this category watched television in May 2005 on average versus 13.9% in May 2004, when diaries were used to record persons viewing. (See additional detail at: http://www.everyonecounts.tv/factsheet/documents/SFVU0609.pdf)

Among Asians, San Francisco's largest ethnic group, the percentage of viewers watching television increased from 11.2% in 2004 to 16.5% in 2005. The Asian age group with the largest increase was Men 18-34 which increased from 9.2% in 2004 to 15.2% in 2005.

Local People Meters are able to detect larger numbers of viewers with greater precision because they electronically record the viewing of all household members on a continuous basis.

Nielsen also reported that San Francisco viewers are watching a greater number of channels than was previously recorded in diaries. According to May 2005 LPM data, viewers watched 67% more channels (55 in 2005 versus 33 in 2004) than they did in May 2004. Among viewers 18-34, the increase was 71% (48 in 2005 versus 28 in 2004); and the number of channels jumped 75% (49 in 2005 versus 28 in 2004) among viewers 18-49.

The greater accuracy of the People Meter technology allows Nielsen to capture all the viewing that occurs in a household, even brief segments of lower rated channels that do not always receive ratings in the diary system. This increased accuracy creates new advertising opportunities for a more diverse array of television sources than occurs under a diary method of measurement. (See additional detail at: http://www.everyonecounts.tv/factsheet/documents/SFVU0609.pdf)

About Nielsen Media Research

Nielsen Media Research is the world's leading provider of television audience measurement and advertising information services. In the United States, Nielsen's National People Meter service provides audience estimates for all national program sources, including broadcast networks, cable networks, Spanish language networks, and national syndicators. Local ratings estimates are produced for television stations, regional cable networks, MSOs, cable interconnects, and Spanish language stations in each of the 210 television markets in the U.S., including electronic metered service in 56 markets.

Nielsen Media Research is part of VNU Media Measurement & Information, a global leader in information services for the media and entertainment industries. The group serves the information and marketing needs of television and radio broadcasters, advertisers, agencies, media planners, music companies, publishers, motion-picture studios, distributors and exhibitors, and the Internet industry. VNU is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media measurement and information (Nielsen Media Research) and business information (Billboard, The Hollywood Reporter, Computing, Intermediair). VNU is active in more than 100 countries, with headquarters in Haarlem, the Netherlands and New York, USA. The company employs 38,000 people. Total revenues amounted to EUR 3.8 billion in 2004. VNU is listed on the Euronext Amsterdam stock exchange. For more information, please visit the VNU website at http://www.vnu.com/

Contact: Karen Gyimesi 646-654-8358

Source: Nielsen Media Research

CONTACT: Karen Gyimesi, +1-646-654-8358

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