Nielsen continues to improve the accuracy and the reliability of TV ratings and will be including additional data in the ratings numbers that buyers receive. Anytime that a ratings service improves its methodology in the collection of data, it can result in more accurate data. The best strategies today include the merging of traditional advertising and digital advertising (we call it “tra-digital”). Getting better data allows us to produce better response rates for our clients.
We are pleased to share with you that Nielsen plans to launch PPM measurement in 44 DMAs and RPD and NPM measurement in 27 DMAs as of the October 2019 measurement. Portable People Meter (PPM) panels will be combined with the TV panels in all 25 Local People Meter markets and 19 Set-Meter markets. We will also enhance our metered measurement with Return-Path Data (RPD) and National People Meters (NPM) in 12 Set Meter and 15 Code Reader markets.
These changes bring substantial improvements that we view with pride because the data will be more complete and stable with a lower margin of error. In addition, there will be fewer zero entries for viewership.