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College Viewers: First Out-of-Home Nielsen Sample

Beginning in 2007, Nielsen Media Research will include college students living away from home in its national TV ratings sample, a move that may raise ratings for some programs by 0.2 to 1.0 points, writes MediaPost. After a two-year pilot study commissioned by Turner Broadcasting, CBS, The WB, MTV Networks, Fox and ESPN, Nielsen says that it can successfully place People Meters in college locations, including residence halls, off-campus apartments and sorority and fraternity houses.

By including college students in the sample, adult 18-24 viewing levels may increase between 3 and 12 percent. College students living away from home spent an average of 24.3 hours watching television, during the 2004-2005 school year.

Nielsen has also conducted studies on viewing in other out-of-home samples, including vacation homes, bars and restaurants, but has not indicated it will add them to its regular sample. Jack Wakshlag, chief research officer of Turner Broadcasting,  said that “extended home is an important first step toward a more complete accounting of exposure,” according to Mediaweek