1. Boston & Beyond TVB Adrienne Lotoski WCVB-TV October 25, 2000 Nielsen’s Local People Meter Initiative

2. Local People Meter Initiative Transformation in Local TV Measurement Boston DMA = Demonstration Market Implications for the Industry

3. Audience Measurement Systems Valid Accurate Precise Free From Bias Reasonable Large Measure of User Confidence * Requirements * William Benz, ARF Workshop 7/13/88 Reliable

4. Industry Implications Different Form of Local Audience Measurement Impact on Local Advertising $$$

5. Timeline NSI Station Meetings Boston DMA LPM Official Announcement NSI Boston Client Meetings White Paper Release 11/9912/991/003/004/00 NAB TVB ARF Meetings 6 Month Delay

6. Timeline NSI Client Breakfasts BTRC: ARB PPM January 2001 Data Release 300 Homes BTRC Educational Series: MRC BTRC: Overview 4/00,5/00 & 8/00 5/006/009/007/00 BTRC: Methodology

7. Timeline NSI Client Breakfast 60 LPM Homes Installed BTRC: Products 300 LPM Homes Installed White Paper Discussion 11/0010/001-3/01 4/01 Demonstration Period Begins

8. The Transformation Boston DMA poised for Nielsen LPM demonstration period

9. The Boston DMA 6th Ranked DMA Area Probability Methodology Market Characteristics: –High cable penetration –Low ethnic –High SPI NPM Cutback

10. Industry Implications Local Broadcasters TV Rep Firms Advertisers 3 rd Party Processors Advertising Agencies Networks Cable Outlets Syndicators

11. TV Station Implications Research Director Sales Programming News General Manager Promotions Public Relations

12. The Initiative “The local people meter initiative integrates two very different methodologies requiring Nielsen to synthesize the issues of data collection, editing, and reporting from different communities.” Point of View: Local People Meter Initiative, 3/15/00

13. Local/National Differences

14. Education Process Meter Faults Sample Turnover Bridging & Editing Rules National People Meter Service Systematic Data Differences

15. Schedule

16. Broadcast Topics Demonstration Period Duration –Undefined: 6 to 12 months –Timing: Spring/Summer 2001 –Budgets –Data Analysis –National Advertisers/Agencies Input –Software Implementation

17. Data Reporting Nielsen Reports: VIP Format Sweep Calendar Local Product Line –Changes in Current –Additional Products

18. Data Reporting Third-Party Processors Use of Demonstration Data Data/Tape Delays –VIPS: 10 days –Overnights: 4 days

19. Closing Thoughts Industry Implications Boston as Template for Future Local People Meter Markets Educating Local Broadcasters Transformation to New Form of Local TV Measurement