• Mediaweek, Thursday, December 18, 2008 9:30 AM

Nielsen is hitting the pause button on the rollout of its local people meters, citing the poor economy. Of a total of 56 markets, Nielsen has rolled out LPMs in 18 markets so far. In 2009, six additional markets will make the transition to the LPM service: Orlando, Sacramento, St. Louis, Pittsburgh, Baltimore and Portland.

In a letter to clients Dec. 16, Nielsen says it will slow down its plans to replace its meter/diary methodology with LPMs in the rest of the markets.

TV stations, facing double-digit revenue drops in 2009, are looking to find cost savings in every aspect of their business, including research. "Our clients have made it clear that we need establish the right pacing of LPM rollouts, determine the right business model and identify the most appropriate technology for these midsize markets," says Nielsen.

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