Nielsen Sets Philly, D.C. Launches for LPMs

NEW YORK Nielsen Media Research is set to launch its local people meter service in Philadelphia and Washington, D.C., the fourth and eighth largest TV markets, on April 7, 2005.

Like it has in the other five LPM markets, Nielsen will operate in tandem both the LPM service and the current meter/diary service for two months. The LPM service will become the sole service in both markets on June 2.

During the transition period, LPM data will be available on a delayed basis to clients.

Owned by Adweek Magazines parent VNU, Nielsen launched its first LPM market in Boston in 2002.

In 2004, Nielsen began to roll out LPM service to the rest of the top 10 markets and launched the service in New York, Los Angeles, Chicago and San Francisco. Dallas and Detroit are scheduled to begin LPM service later in 2005, and Atlanta is slated to start in 2006.