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The April 8 start of Nielsen Media Research’s Local People Meter in New York—the largest U.S. TV market—could signal the end of business as usual for local media buying.
“It has been a long time waiting to get a better research method for local markets,” said Anne Elkins, svp, director of local broadcast at Grey Global Group’s MediaCom in New York. “Our buyers need more accurate data than diaries and set-tops. They need continuous measurements. I don’t want to rely on sweeps periods any longer.”
Elkins predicted that sweeps, which features jacked-up programming in an effort to sweeten a ratings book that influences ad rates, eventually would fall to LPMs’ daily ratings.
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