Nielsen To Expand Local TV Market Samples

More major Nielsen TV markets will see their respective sample sizes grow over the next two years. Overall, sample sizes for fifteen of Nielsen's Local People Meter markets will see increases that will average 30%.

In the two largest markets -- New York and Los Angeles -- sample sizes will grow by 300 homes each next year. Another eight markets -- Charlotte, St. Louis, Chicago, Philadelphia, San Francisco, Boston, Atlanta, and Phoenix -- will follow, with each seeing their sample size increase by 200 homes in 2015.

Five previously announced markets -- which include Dallas, Washington, D.C., Houston, Miami, and Denver -- will each see an increase of 200 homes this year.

Separately, Nielsen will expand samples by almost 50% -- around 200 homes -- in the 31 set-meter markets over the next two years.



In a move that will help small TV markets, Nielsen announced earlier this year plans to install code readers in select diary markets to bring year-round electronic measurement. There are 25 Nielsen local people meter markets; 31 Nielsen set-meter markets and 154 Nielsen diary-only markets.

Said Matt O'Grady, executive vice president/managing director of local media of Nielsen, in a release: “With this supplemental expansion, our local media clients will see increased stability through expanded metered samples and electronic measurement to diary markets that never had metered samples.”

3 comments about "Nielsen To Expand Local TV Market Samples".
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  1. Ed Papazian from Media Dynamics Inc, May 29, 2014 at 10:54 a.m.

    This is good news for buyers and sellers of TV time however, the samples for local market ratings will still be far too small to produce anything like the "stability" that is available in the national Nielsen People meter panel and, certainly, nothing approaching what some of the "big data" folks are promising. The plain fact is that TV stations are unwilling to pay what it takes to provide minimally adequate sample sizes for the local market rating surveys they live or die by in terms of ad revenues. So this is a good start----but that's all.

  2. Paula Lynn from Who Else Unlimited, May 29, 2014 at 7:37 p.m.

    Ed says it well and has always been that way. When the "diaries" are distributed with too much weight in certain sections of a market, everything is skewed, that is, skewered.

  3. jorawar singh from Web marketing, May 30, 2014 at 5:26 a.m.

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