PUSH blogs | Goodbye Old Way of TV Measurement. . . Hello New Old Way

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	Goodbye Old Way of TV Measurement. . . Hello New Old Way
Blog	By Corey Miller Associate Media Director There's been an uproar of legendary proportions surrounding Nielsen's roll out of their Local People Meter (LPM) product, which is replacing the archaic use of diaries to project TV ratings. The new LPM technology allows participating households to register who is watching and what they are watching by manually pressing an assigned button for each family member on a special remote. This groundbreaking system is pushing aside the current system of paying families to manually log each program they watch, how long and who is participating. When was the last time you wrote anything down, let alone all details of a 45 minute journey from PBS to MTV2 (Hey, who doesn't love a good Dire Straits video)? So, instead of embracing this giant leap forward for all of mankind, the media world is up in arms. Are the TV stations worried the rating system is going to implode? Yep. Are agencies panicking about telling their clients about these new shifts in CPPs and GRPs? You bet. Is this going to be better for everyone in long run? It sure is. Will this solve all of our measurement problems so that now we will know exactly who watches what? Not even close. The bottom line is, although this is a dramatic improvement for all involved with TV as a commodity, it is still far from perfect. We're a long way from being able to accurately determine exactly who watches what. However, if the introduction of LPMs is any indication of how that will be received, our time might be better spent trying to figure out how they made the "Money for Nothing" video.




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