Nielsen Reports 1.3% Increase in U.S. Television Households for the 2007-2008 Season

Nielsen Reports 1.3% Increase in U.S. Television Households for the 2007-2008 Season

Estimates of Local TV Households Show Continued Population Shift to Southern and Western Markets

NEW YORK, Aug. 23 /PRNewswire/ -- The Nielsen Company estimates that the total number of television households within the U.S. (including Alaska and Hawaii) will be 112.8 million by January 1, 2008, an increase of 1.3 percent since last year. Nielsen also estimates that the number of viewers aged 2+ increased by 1 percent to 286 million. These estimates, along with breakdowns by age and demographics, are effective August 27, 2007 and will be used for the entire 2007-2008 television season.

NATIONAL CHANGES

Nielsen's national Universe Estimates (the estimate of persons living in TV households) reflect the continued migration of the baby boom generation into older demographic groups. One of the fastest growing demographic categories was persons age 55-64, which increased by 3.9%. In contrast, the number of young adults under the age of 50 grew by just 0.3% from last season (see table below).

Demographics Within U.S. Television Homes (000's)

Demographic 2005-2006 2006-2007 2007-2008 Change (%)
vs. previous year
Households 110,200 111,400 112,800 +1.3
Persons 2+ 280,500 283,500 286,300 +1
Women 18+ 111,990 113,320 114,580 +1.1
Men 18+ 103,840 105,330 106,730 +1.3
Women 55+ 36,210 37,100 37,990 +2.4
Men 55+ 29,720 30,580 31,480 +2.9
Persons 18-24 27,910 28,480 28,470 -
Persons 18-49 129,970 130,600 131,050 +0.3
Persons 25-54 121,990 122,490 123,370 +0.7
Persons 55-64 30,420 31,620 32,830 +3.8
Children 2-11 39,960 40,060 40,290 +0.6
Teens 12-17 24,710 24,790 24,700 -0.4%

With these new estimates, each household rating point will represent 1.13 million households and each rating point for persons age two years or more will represent 2.86 million people.

LOCAL MARKET CHANGES

As has been the case in recent years, many of the increases for local television markets in Nielsen Designated Market Area (DMA) ranks are in the Southern and Western regions of the United States. This movement continues to be attributed to population migrations to the South and West. Of the 51 markets that moved up in rank, more than half are located in the Sunbelt. These changes are consistent with the U.S. Census Bureau's most recent annual population estimates, which indicate increased population growth in these areas.

These estimates, which are projected to January 1, 2008, will be used in meter market samples beginning with the data of September 22, 2007 and in diary samples with the publication of the October/November surveys.

During the year New Orleans experienced a 6% growth and moved up in ranking to 53rd from 54th. Other notable increases at the top of Nielsen's DMA ranking:

-- Dallas-Ft. Worth moved up to 5th
-- Atlanta moved up to 8th
-- Phoenix moved up for the third year in a row, reaching 12th
-- Charlotte moved up to the Top 25 markets and is now 25th
-- Palm Springs moved up four spots to 144th
-- Austin experienced a 6% increase in TV households, moving up to 51st
-- Boise moved up five ranks from 118th to 113th

For a full list of the 2007-2008 local television markets, visit: http://www.nielsenmedia.com/nc/nmr_static/docs/2007-2008_DMA_Ranks.xls

Prior to the Fall television season, Nielsen Media Research reports television household estimates based on information from a variety of sources, including Claritas (a leading provider of demographic data), the United States Census Bureau, and Nielsen's own television samples.

Nielsen will release estimates on ethnic demographics, including estimates on African-American, Hispanic and Asian television populations, by the end of August.

About The Nielsen Company

The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit, www.nielsen.com.

Source: The Nielsen Company

CONTACT: Anne Elliot, +1-813-366-3556, or Jamillah Wright, +1-646-654-
8357, both of The Nielsen Company

Web site:

http://www.nielsen.com/

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