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Wednesday, March 21, 2001 #4280
Concerning Local Cable ratings, there seems to some confusion as to the availability of Nielsen demographic ratings. While I know that HOUSEHOLD Local Cable ratings are availbale on Nielsen's HH overnights, how are demographic ratings developed? I have heard of two methodologies: 1) Apply DMA VPVHs to the HH overnight ratings 2) Use Nielsen diary info to determine demographic Local Cable ratings. From my experiences, Local Cable is severly underreported thorugh diary measurement. Therefore, I believe the use of HH overnights would be preferred. Can you provide some insight into Local Cable rating accuracy and methodology? Thanks!

The Media Guru Answers(Sunday, March 25, 2001 ):
Household overnights are only available where Nielsen uses set meters to measure the Household audience. These meters automatically send their daily readings to Nielsen's computers so that Nielsen can then issue ratings "overnight."

According to information at Nielsen's web site:

" In 49 of the largest markets, we have a sample of homes with set meters (not people meters) which provide the tuning status (set on/off, channel and time) of TV sets in the home. We collect information about who is viewing from separate samples of homes in these markets with diaries for each TV set. We combine the meter and diary information in a way which projects the diary viewing data adjusted to the meter tuning data."

The Nielsen NSI service reports cable in local market reports when the audience meets reporting standards.

So, in any case where HH overnights would be available, NSI is adjusting diary demographic findings to reflect (preferred) meter measurment of households.



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