Media Ratings Council Accredits Nielsen Local People Meters
July 14, 2010
NEW YORK: The Nielsen Co. today said it won accreditation
from the Media Rating Council for its 25 Local People Meter markets.
“As part of the annual audit/accreditation process, the original 10 LPM markets
had their original accreditation renewed, while the remaining 15 markets were
granted accreditation for the first time,” Nielsen said.
Local ratings for the largest 25 U.S. markets representing 49 percent of the
population and 64 percent of local commercial TV ad expenditures are covered by
the MRC accreditation. The decision follows another by the MRC to renew
Nielsen’s national ratings service accreditation.
Nielsen said the process involved assuring the accuracy of the LPMs. The
company is establishing a procedure to check each of its meters to make sure
they’re picking up the “optimum level” of watermarks. Nielsen is also
monitoring sites in each market to capture signatures for all local client TV
programming. Back-up sites for each also have been established.
“Nielsen has... made a multimillion dollar investment in redundant signal monitoring
for broadcast and cable networks, and will bring a new state-of-the art
satellite monitoring facility on line in July of this year,” the TV ratings
firm said. “This facility, located in Lebanon, Ohio, will provide a duplication
of the facility that currently operates in Nielsen’s Tampa, Fla.-area Global
Technology and Information Center.” The facilities will operate in parallel.
Nielsen is also generating regular reports on code performance for client
stations, as well as providing low-performance analytics. These analytics
revealed 22 stations with low code performance that was then corrected. Ongoing
analysis of measurement over cable systems is helping identify potential
signal-processing impairments. An audio analysis tool has been added to help
stations improve sound signals, and an “All Other Tuning” project was
undertaken to tag viewing not credited to an identified viewing source.
-- Deborah D. McAdams