NEW YORK: The Nielsen Company is to extend its current People Meter TV ratings panel from 12,000 to 37,000 households over the next three years, raising its sampling universe from 35,000 to 100,000.

The expansion will embrace areas outside the current top twenty-five US markets, adding another thirty-eight markets to the PM sampling universe.

Says Nielsen: "A larger sample also supports the more granular measurement that clients are requesting as the television industry moves in the direction of commercial minute ratings."

The company's main expansion motivator, however, is its A2/M2 initiative to measure all video, as product leader of audience measurement Scott Springer explains: "This much larger national sample creates the necessary foundation for an integrated measurement approach.

"Our plans for out-of-home viewing, streaming video on the internet and the 'third-screen' devices such as cellphones and hand-held video players are based on integrating these measurements with traditional television measurement.

Data sourced from AdWeek (USA); additional content by WARC staff