Nielsen's Local TV Service to Include PPM Panelists

Nielsen is adding Portable People Meter (PPM) panelists to its Local TV service, thereby doubling the sample size. The firm says it will begin introducing PPM measurement for in-home and out-of-home viewing in 2017.

The PPM media measurement device is used by Nielsen's audio measurement service and will be extended for use in Local TV ratings, which will now include viewing from more than 75,000 PPM panelists across 44 Local TV markets. Nielsen says the enhancement should lead to a 40% decrease in zero audience estimates, providing local TV clients with increased opportunities to monetize their in-home and out-of-home viewing audiences.

Additionally, in the first quarter of 2017 Nielsen will release a standalone service, providing local clients in the 44 designated market areas with the ability to see incremental audience provided by out-of-home viewing. PPM technology will measure TV viewing in locations such as bars, offices, hotel rooms, and other appropriate locations. Impact data for out-of-home measurement combined with PPM measurement of in-home viewing is expected in the third quarter of 2017.

Megan Clarken (pictured), President, Nielsen Product Leadership, comments: 'As part of our overall local market enhancement measurement strategy, Nielsen is maximizing the strengths of various data sets, including PPM data and return path data, to help our local clients understand their total audience by capturing all sources of viewing. Additionally, we are providing them with the tools needed to maximize their audience and grow their business'.

Web site: www.nielsen.com .