Nielsen Releases Local Demographic Ratings For Summer Cable Shows

Nielsen Releases Local Demographic Ratings For Summer Cable Shows

Provides Demographic Data Previously Unavailable from Set Meter/Diary Service

Total Day Viewing for Cable Increased in All Local People Meter Markets

NEW YORK, Aug. 4 /PRNewswire/ -- Nielsen Media Research today released demographic ratings for six cable programs that premiered or aired new episodes during the 2005 summer television season. The ratings were available for the first time in major markets where Nielsen has launched its Local People Meter (LPM) service over the past year. Ratings information was also released for Boston, which converted to LPMs three years ago.

People Meters electronically and continually record audience demographic information. Because of their increased accuracy and ability to capture viewing among less established networks, many cable networks have experienced ratings increases -- or received measurable ratings for the first time -- as markets have converted from the previous meter/diary system to LPMs.

Since last July, total day ratings for the ad-supported cable segment have increased significantly in all six new LPM markets. In Philadelphia, for example, cable ratings have increased 79% using LPMs, while cable ratings in San Francisco have increased 64%. Overall, the average ratings increase in the six markets was 48%. (See Table 1 at http://www.everyonecounts.tv/factsheet/documents/080405_lpm_cable_summer.pdf for details.)

The six cable programs for which Nielsen released ratings are a representative sample of program formats but do not include every cable show that premiered this summer. Four premiered during the summer season: "The Closer" on TNT, an original one hour police drama; the miniseries "Into the West," also on TNT; "Over There," a dramatic series about the current war in Iraq, which appears on FX; and Bravo's reality series "Being Bobby Brown," featuring the R&B singer and his wife, pop superstar Whitney Houston. The two other shows are "The 4400" on USA, which is returning for a second season, and "The 2005 MTV Music Awards."

Among key demographic data reported by Nielsen for this broad array of programming:

* "The 4400," which, as a science fiction show, may have been expected to
appeal more to men, is actually attracting more Women 18+ than Men 18+
in all LPM markets, except Chicago, where they tie.

* The same is true for "Into The West," a western, which is showing the
same or higher numbers among Women 18+ in most LPM markets.

* "Over There" was the only show that had higher ratings among adult men
than adult women in all seven markets.

* "Being Bobby Brown" clearly skews younger, with viewers 18-34 being the
core demographic in most LPM markets.

* "The Closer" delivered very strong ratings for adults over 55, peaking
with a 7.2 rating in this demographic in Philadelphia.

By markets, highlights of LPM ratings for summer cable shows included the following (See Tables 2-8 at http://www.everyonecounts.tv/factsheet/documents/080405_lpm_cable_summer.pdf for more details):

* Boston -- With a 3.0 rating, "The 4400" had a higher rating among adults
18+ in Boston than in any other LPM market. The program also scored
highest among both Women + Men 18+ than in other LPM markets overall.

* Chicago -- Of all the LPM markets, Chicago was the only one in which
"The 4400" rated higher among adult Men (1.4) than among adult Women
(1.3). Ratings for "Over There" were more than three times higher (4.4
vs 1.4) for Men 55+ than for Women in this same demographic.

* Los Angeles -- "The 2005 MTV Awards" had its highest ratings among all
adults, in Los Angeles, with a 2.7. "Into The West" had a ratings more
than five times higher (3.7 vs 0.7) among viewers over 55 than 18 - 34
year-olds.

* New York -- The ratings for "The 2005 MTV Awards" were 11 times higher
among 18-34-year-olds than among viewers over 55 (3.3 vs 0.3). "The
Closer" was twice as popular (3.6 vs 1.8) among adult Women than among
adult Men.

* Philadelphia -- "The Closer" had a higher rating among adults 18+ (3.7)
in Philadelphia than in any other LPM market. "Into The West" also drew
its highest ratings among this demographic (3.0) than in other LPM
markets overall. A rating of 1.5 among Women 18-34 for "Being Bobby
Brown" was more than double the 0.7 for Men 18-34.

* San Francisco -- Among all LPM markets, San Francisco had the highest

ratings among adults 18+ (3.1) for the premiere of "Over There." This also was the only market where ratings for "Into The West" (2.0 vs 1.7) were higher for Men 18+ than for adult Women.

* Washington, DC -- "Being Bobby Brown" scored highest among all adults in Washington, DC (2.0) by a wide margin. With a 2.2 rating, "The 4400" scored considerably higher in DC among Men 18-34 than in any other LPM market.

Nielsen introduced the first Local People Meters in 2002 in Boston. In 2004, it launched LPM service in the New York, Los Angeles, Chicago and San Francisco markets; and added Washington, DC and Philadelphia this past June.

Local People Meters enable Nielsen to provide clients in these markets with demographic information for shows that aired in June, something that was not possible in the past because June is not a "sweeps" or survey month (the four to seven times a year when local demographic information is recorded in paper diaries). Moreover, Nielsen can now supply overnight demographic data on shows that appeared during the July survey period. Prior to the implementation of Local People Meters this data would not have been available until mid-August.

About Nielsen Media Research

Nielsen Media Research is the world's leading provider of television audience measurement and advertising information services. Nielsen Media Research is part of VNU Media Measurement & Information, a global leader in information services for the media and entertainment industries. For more information, please visit the VNU website at http://www.vnu.com/

Source: Nielsen Media Research

CONTACT: Karen Gyimesi, Nielsen Media Research, +1-646-654-8358

Web site: http://www.nielsenmedia.com/

-------
Profile: intent