Nielsen Media Research has agreed to allow time to have an audit done in new Local People Meter markets before the meter-only LPM service replaces the old diary-meter service in each market.
The agreement does not capitulate to those client-critics who have recently gone public with demands that Nielsen not roll out any new LPM services before they have received full accreditation from the Media Rating Council.
However, the concession is significant because it likely would translate into a three-month pre-launch test period during which the new samples would run along with the old samples. Nielsen recently adjusted its timetable to allow three months’ preliminary LPM operation in Dallas and Detroit, which are scheduled to make the switch to LPM later this year, and Atlanta, which is scheduled to switch in 2006.
Having an MRC audit available to MRC members prior to launch “will add an important level of transparency to the process,” Nielsen said in an update to clients this week.
Other signs of progress were also reported on initiatives Nielsen announced in February:
Meanwhile, Nielsen also reported on actions that have been taken in response to the evaluation released last March by the Independent Task Force on Television Measurement.
The 19-member task force, chaired by former Congresswoman Cardiss Collins, worked for more than eight months to evaluate Nielsen’s measurement of African American, Hispanic and Latino and Asian American audiences.
The group’s recommendations for improvement in Nielsen’s measurement of minorities covered LPM sampling, field operations, fault rates, corporate diversity and communications.
Among the areas where Nielsen said it has made notable progress in implementing the task force recommendations: