College Viewing to Join Nielsen Sample

Oct 9, 2006  •  Post A Comment

Nielsen families’ college kids living away from home will be included in all National People Meter audience estimates starting Jan. 29, 2007, Nielsen Media Research said Monday.

In the first stage of the Extended Home measurement program, viewing by sample students in their dorm rooms or off-campus apartments will be treated as if it were coming from an additional set within their families’ sample homes.

Viewing will be included for students attending traditional colleges and universities as well as trade schools, culinary institutes and other higher educational facilities.

“This Extended Home measurement, together with the Anywhere Anytime Media Measurement (A2/M2) initiatives we announced earlier this year, demonstrates our ongoing commitment to measure television viewing wherever it occurs,” said Sara Erichson, general manager of national services for the company.

“We want full measurement of everyone who is watching television and this is a significant first step towards achieving that goal,” Jack Wakshlag, chief research officer for Turner Broadcasting, said. “College students are an important audience for Turner and many other programmers. We will now have a more complete record of their viewing in Nielsen’s estimates, and I look forward to working with Nielsen to find ways to include viewing across non-traditional television platforms as well.”