A Discussion of Nielsen Media Research's Plans to Bring People Meters to Local Markets

Scott Springer
Ken Wollenberg
Nielsen Media Research


Overview of Local People Meters

Fit With Overall Strategy

Nielsen Media Research is committed to measuring television viewing to the high standards required to maintain a true valuation currency. In local markets, this commitment translates into a portfolio of actions designed to address an evolving technological and business environment. Traditionally, Nielsen has been thought of as a 'keeper of the currency,' which implies near-total stability. While relative stability, which enables transactional business to take place in a market, is important, we actually view our role as a balance between three distinct responsibilities: to maintain a stable currency; to evolve our currency to meet an evolving environment; and to maintain neutrality, such that our measurements are objective and fair from all perspectives.