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Nielsen Students Lift Strong Women, Cartoons and Sport
On schedule, Nielsen Media Research has commenced its inclusion of the viewing of college students living away from home in its National People Meter (NPM) ratings. The company also released stats from November hinting at the kind of impact the addition may have on overall viewing figures.
Under the new system, viewing by sample students in their dorm rooms or off-campus apartments will be treated as if it were coming from an additional set within their families' homes. Viewing will be included for students attending traditional colleges and universities as well as trade schools, culinary institutes and other higher education facilities. The move is part of NMR's Anytime Anywhere Media Measurement (A2/M2) initiative.
In November 2006, the most recent period for which pilot data is available, stats show the massive increases for some programs once the new sub-totals are added.
'Grey's Anatomy' was the biggest gainer among women age 18-24 - up 4.6 rating points or 53% of its total viewing. Among men age 18-24, the program with the largest rating increase when college viewing was added was Comedy Central's 'Drawn Together', rising 1.2 rating points, or 63% of its total viewing. In summary, NMR says the impact of adding college viewing among women was greatest on primetime dramas with strong female characters, and for men, football and cartoons. It's good to know college life hasn't changed.
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The company is online at www.NielsenMedia.com .
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