As is often the case with new LPM markets, a couple stations are happy with the new young-skewing Nielsen metrics in the Twin Cities, and a couple stations say the numbers are completely out of whack.
Minneapolis-St. Paul officially launched LPMs Aug. 28, reports the St. Paul Pioneer-Press, tapping 600 households to be Nielsen families. KMSP and KARE say the LPMs are more accurate and dependable than their predecessors.
KSTP and WCCO say the numbers are loopy.
Susan Adams Loyd, WCCO general manager, agrees, saying that when the two systems were running side by side, the differences were "night and day."
"It is really out of whack," Loyd said. "We don’t believe it’s representative of viewing patterns in the marketplace."
Loyd is frustrated because she feels she doesn’t have the "right information" to give the station’s advertisers.
KSTP is an ABC affiliate and WCCO a CBS.
Among the happy campers, KMSP is a Fox and KARE an NBC.
Michael Malone, senior content producer at B+C/Multichannel News, covers network programming, including entertainment, news and sports on broadcast, cable and streaming; and local broadcast television. He hosts the podcasts Busted Pilot, about what’s new in television, and Series Business, a chat with the creator of a new program, and writes the column “The Watchman.” He joined B+C in 2005. His journalism has also appeared in The New York Times, The Philadelphia Inquirer, Playboy and New York magazine.
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