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Not All Meter Keepers Are Created Equal

July 17, 2018

It is Sunday morning and program directors around the country are examining the meter counts for the previous week.

  • Your station goes from a 4.3 to a 4.8, pop the Mimosas (remember, it’s Sunday morning).
  • Your station goes from a 4.3 to a 3.8, crawl back under the covers.

While this Sunday morning task has become a ritual for many, it does come with some caution.

Nobody Cares About 6+
While meter count reports may be a good indication of your 6+ audience, it is just that – 6+. It is impossible to determine if that change is within your target demo or from panelists that you don’t care about. Who really cares about growing your meter count with Persons 6-11 or Adults 65+?

They May Not Live in Your Metro
Media Monitors measures all of your meters, not just those who reside in your metro. While it is nice to have out-of-market delivery, they will have zero impact on your metro AQH Share and rank.

It Is Weight That Matters
Each meter carries a weight, which represents a portion of the population. These weights, known as PPMV (Persons per Meter Value) can vary greatly. One meter can represent two and sometimes three times as many persons as another meter in the same market. Also the same meter can have a different weight from one survey to another. Looking at raw meter counts without understanding the value of an average meter can deliver a false positive, or negative.

While it is done on a broad basis, Research Director, Inc. can track your market’s meters not only by total 6+ but also:

  • Gender
  • Age
  • Ethnicity
  • Geography

We don’t get down to individual meters, but we allow you to focus on how well Nielsen is delivering your target audience and therefore the value of the meters you want.

Knowing how Nielsen is sampling your market and understanding the value of meters by various parameters can make that Sunday morning ritual less traumatic.

If you need more information, please contact Research Director, Inc. at info@ResearchDirectorInc.com.

-Charlie Sislen, Partner

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