Nielsen Announces Local People Meter Information for Washington D.C. and Philadelphia

Nielsen Announces Local People Meter Information for Washington D.C. and Philadelphia

May Results Show that LPMs are more Accurate and Representative of the Local Communities

NEW YORK, June 6 /PRNewswire/ -- Nielsen Media Research today released full-month May 2005 demographic viewing information from its Local People Meter (LPMs) samples in the Washington D.C. and Philadelphia television markets.

Nielsen will officially introduce electronic Local People meters in those markets on June 30, 2005, replacing the current ratings panel, which derives ratings from a combination of paper diaries and set meters. The information released today for the month of May, which cannot be used for buying and selling television advertising until the service is officially introduced, shows that LPMs deliver more accurate and representative ratings than the meter/diaries they will replace.

The larger LPM samples, combined with the People Meter's continuous electronic monitoring capabilities, make LPMs a significantly more accurate ratings system. LPMs do a better job of measuring all demographic groups, including people of color and hard-to-reach young audiences, and they capture viewing for a wider range of sources. The industry as a whole will benefit from their increased accuracy.

Among the key highlights of the data released today are:

* The LPM samples are larger and more representative than the Set Meter samples.

-- In Washington, the size of the African American household LPM sample increased 29% - from 113 to 146 - while the size of the Latino and Asian household LPM samples went up 122% and 133% respectively.

-- In Philadelphia, the size of the African American household LPM sample increased 59% - from 104 to 166 - while the size of the Latino and Asian household LPM samples went up 124% and 69%, respectively

* When measured by LPMs, television viewing is up among key demographic groups.

-- Among viewers 18-49, the number of people in Washington watching television during the full day is up 22% under LPMs vs. meter/diary data in the same period last year. In Philadelphia, the number is up 15%.

-- Total day viewing was up for more than 40 broadcast stations and cable networks in both Washington and Philadelphia under LPMs.

* LPMs more accurately capture the diversity of viewing in African American and Latino households.

-- LPMs in Washington show that African American viewers age 18-49 watch 93% more viewing sources. In Philadelphia, the same group watches 78% more viewing sources.

-- Within the 18-49 demographic, primetime viewing for Spanish language broadcast under LPMs is up more than 300% in Washington and 67% in Philadelphia.

* Fault rates were lower in the LPM sample than in the Set Meter sample.

-- In Washington, the LPM metered (non-persons) fault rate for African American households was 11.6% vs. 16.8% for the Set Meter sample during the same period.

-- In Philadelphia, the LPM metered (non-persons) fault rate for African American households was 11.4% vs. 20.2% for the Set Meter sample during the same period.

Additional detail on these results is available at: http://www.everyonecounts.tv/factsheet/documents/DC_LPMfactsheet_0605.pdf

And http://www.everyonecounts.tv/factsheet/documents/PHILA_LPMfactsheet_0605.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/.

Source: Nielsen Media Research

CONTACT: Karen Gyimesi for Nielsen Media Research, +1-646-654-8358

Web site: http://www.vnu.com/

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