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Nielsen Boosts Ethnic Samples for People Meter
Following criticisms by News Corporation last month and the subsequent postponement of its New York People Meter launch, Nielsen Media Research has announced an increase in its samples of African-Americans and Hispanic-Americans both at the local and national level, and given details of the numbers involved.
The release says the increase in samples 'will produce more stable data and greater levels of demographic information about African-American and Hispanic-American television audiences than is currently available'. The postponement of the New York launch was announced two weeks ago ( www.mrweb.com/drno/news3062.htm ) after News Corp's criticisms in late March ( www.mrweb.com/drno/news3013.htm ).
The National panel will double in size from 5,000 households to nearly 10,000 households by 2006. As part of this expansion, the number of African-American TV households in the sample will grow from 670 households to 1,200 - nearly 3,200 individuals - by 2006. The number of Hispanic TV households will increase from 540 1,000 TV households or 3,585 individuals.
Nielsen Media Research President and CEO Susan D. Whiting points out that 'This is the largest expansion of African-American and Hispanic-American TV households in the history of the Nielsen television measurement service', adding that a higher success rate in recruiting these groups will also improve the overall quality of the groups.
At the local level, Nielsen is introducing People Meter measurement into the top 10 markets, with New York joining the pilot city, Boston, on June 3, and Los Angeles, Chicago and San Francisco following later this year. The number of African-American TV households in the sample will increase by 40% in LA and 60% in New York. The number of Hispanic-American TV households in the sample will increase by 70% in LA and by 67% in New York. In both cities and for both ethnic groups, the proportion of such households in the sample is slightly higher than the proportion in the population as a whole.
The company's web site is at www.nielsenmedia.com
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