Nielsen Produces African-American Data
In a review of May data, African-American-themed TV programming ranked higher in viewing in African-American households when measured by “Local People Meters” versus the old set-meters, Nielsen Media Research said Thursday.
Opponents of LPMs have charged that the new methodology produces lower ratings for programs with predominant African-American casts and themes. But Nielsen said that claim doesn’t hold up when comparing ranking for such shows among African-American viewers in two markets where LPMs and the meter-diary systems were working side-by-side.
In Philadelphia, six of the 10 most-watched shows by African Americans measured by LPMs were African-American-themed, compared with only two measured by the meter/diary system.
In Washington, D.C., three of the 30 most-watched shows among African Americans measured by LPMs were African-American-themed, compared with two out of the top 30 measured by set-meters.
As measured by set-meters, no African-American-themed show appeared in the top-10 most-watched shows. But using LPMs, one of the 10 most-watched shows by African Americans had African-American themes.
After protests from broadcasters, Nielsen delayed its formal launch of LPMs in Philadelphia and Washington about one month, to June 30.
The smarter way to stay on top of the multichannel video marketplace. Sign up below.