Nielsen to Increase LPM Samples in N.Y., L.A.

To better measure an increasingly fragmented TV viewing landscape, Nielsen told its clients Tuesday (June 30) it would increase its local people meter samples in New York and Los Angeles from 800 to 1,000 homes. The bigger samples should bring greater reliability to the ratings in the nation’s two largest markets, representing 11 percent of all U.S. TV households and 20 percent of all U.S. spot ad dollars, per Nielsen Monitor-Plus.

The sample increase will begin immediately and take 13 months to complete. Nielsen plans to add the sample in 50 TV household increments, completing the New York expansion by July 29, 2010 and the Los Angeles one by Aug. 26, 2010.

“The decision to increase the New York and Los Angeles LPM samples to 1,000 households is part of Nielsen’s ongoing commitment to the continuous improvement of its measurement services,” the company wrote in its June 20 client communication notice.