MAGNA Insights – Local Currency Debate – June 2010
Local Currency Debate Updates
by Janice Finkel-Greene
The As of Second Quarter 2010, Nielsen replaced the Live Program data stream in Local People Meter markets with Live + Same Day ratings which has become the default data stream in the 25 LPM markets. While the Live + 3 and Live + 7 ratings streams continue to be available to buyers and sellers, the most recent MAGNA analyses confirm that Live + Same Day represents the best currently available option for transacting business in the top spot markets.
Building on our earlier work, MAGNA has taken a two-tiered approach to continuing our analysis:
-Expansion of the May 2009 investigation that includes two subsequent surveys, November 2009 and February 2010, as well as additional analyses based on National trends.
The dataset now includes:
-3 survey periods: May 2009, November 2009 and February 2010
-25 Local People Meter Markets
-85,791 combinations of rating period, market, program and demographic
-Study of all January buys in LPM markets across three major agencies….
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Local Currency Debate Updates (19)