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

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

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

According to measurements of electronic Local People Meters (LPMs), which are being introduced in ten major markets by 2006, all four recently installed local people meter markets showed increases in the number of people watching television in May 2005 over May 2004. LPMs, which provide demographic information overnight, are replacing a paper diary system that Nielsen had been using in sample homes for years to measure local TV viewing in these markets.

In order, the markets with the largest increases in viewers were:

San Francisco 18.6% New York 9.1% Chicago 1.4% Los Angeles 0.5%

Among all viewers, the demographic group that showed the largest increase in the percentage of viewers from May 2004 to May 2005 was Men 18-49%. (See additional detail at: http://www.everyonecounts.tv/factsheet/documents/OVERVU0609.pdf)

According to Nielsen, the market-by-market increase in this category was:

San Francisco 31.3% Chicago 16.3% New York 12.7% Los Angeles 7.5%

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

Nielsen also reported that viewers are watching a larger number of channels than was previously recorded in diaries. According to May 2005 LPM data, viewers watched up to two-thirds more channels than they did in May 2004. In order, the markets with the largest increases were:

San Francisco 67% New York 28% Los Angeles 24% Chicago 19%

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/OVERVU0609.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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