Nielsen Media Research announced Thursday that it will officially launch its
local People Meter service in Boston starting with the May sweeps of 2002.
At that time, the existing set-meter/diary ratings service will be shut down,
senior vice president for local services Ken Wollenberg said in a prepared
statement.
The researcher had begun a so-called demonstration phase this past April in
Boston, the first local People Meter market.
In an apparent move to spur local broadcast-station interest, Wollenberg
addressed a gathering of TV-industry executives in Boston, along with a major
local TV buyer, MediaCom Worldwide.
MediaCom senior vice president Tony Jarvis said in a prepared statement, 'The
total broadcaster [ad] revenue in Boston could potentially increase, based on
the weekly audience measurement and the resulting superior inventory
management.'
He added, 'The move to People Meters on the local level is vital to spot
television's share in the TV advertising mix. [The new 52-week measurement] will
grow their business.'
