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People Meter Definition

An electronic metering device attached to a TV set to measure tuning status (set on/off, channel, time, and duration of tuning) as well as demographic data (who is watching). Household members and their guests push buttons to identify themselves. The People Meter is used by Nielsen Media Research to measure nationwide audience measurement in the US and Canada.

A people meter is an electronic device used to measure television viewing behavior in selected households. It automatically records which channels are being watched, when they are being watched and by whom, based on user logins or biometric sensors. The data collected helps gauge audience size and demographics for specific programs and time slots.

What are the key aspects of a people meter in marketing research?

• Installed in sample households for passive data collection.
• Tracks TV channel, viewing time and household members watching.
• Often used by media measurement firms like Nielsen.
• Requires panel members to log in or use personal remotes.
• Captures minute-by-minute or second-by-second viewing data.
• Can be integrated with set-top boxes and digital devices.

Why is a people meter important in market research?

A people meter provides accurate, real-time data on television viewership, helping media companies, advertisers and broadcasters understand audience behaviors and preferences. It’s essential for determining program ratings, selling ad space and evaluating campaign performance across different viewer segments.

Who relies on a people meter in marketing research?

• Television networks analyzing program ratings.
• Media buyers planning ad placements.
• Advertisers measuring campaign reach and frequency.
• Market research firms tracking media consumption trends.
• Content producers evaluating viewer engagement.
• Regulatory bodies reviewing public media usage.

How do market researchers use a people meter?

Market researchers use people meters to collect continuous, passive data on household TV viewing habits. The devices are typically installed in a statistically representative sample of homes, where each household member logs in when watching television. The meter tracks what content is being watched, at what times and by which demographic groups. This information is aggregated and analyzed to determine program ratings, estimate total audience sizes and understand viewer preferences. Researchers then use these insights to inform media planning, evaluate the effectiveness of advertising campaigns and help networks make content and scheduling decisions.