Nielsen 'A/P’ Meters Get Extra Prompting
By Staff published
New York— To accommodate digital technology, which renders the notion of a TV channel obsolete, Nielsen Media Research is implementing time-based prompting for its new “Active/Passive Meters,” officials said last week.
Currently, the “People Meter” used with the A/P Meter only prompts its sample panel members when a channel is changed on a TV set.
But in the digital world — with options such as on-demand services and time-shifting with digital video recorders — the concept of a linear TV “channel” is becoming outdated.
To deal with that sea change, the People Meter used with the A/P Meter will now prompt respondents to push a button indicating their presence in the room, watching what’s on the screen, based on a 42-minute time interval, and not based on the changing of a channel.
The first A/P Meters using the time-based prompt will be installed in the national and “Local People Meter” samples in the last half of July. The newly installed A/P homes will be rolled into samples as they are installed.
Nielsen earlier this year tested two intervals in test panels — a 21-minute prompt and a 42-minute prompt — and presented the results to clients. There was also additional research done, including a qualitative survey and an in-depth data analysis.
In deciding to go with the 42-minute interval, Nielsen worked closely with a small steering committee that included clients and the Media Rating Council.
The smarter way to stay on top of the multichannel video marketplace. Sign up below.
Thank you for signing up to Multichannel News. You will receive a verification email shortly.
There was a problem. Please refresh the page and try again.