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Nielsen Media Research issued a report to clients detailing its plans for dealing with the digital TV transition on February 17, 2009. With less than 10 months before the digital switch, the company points out that 11.3% of TV sets are "unready" and incapable of receiving digital broadcast signals.
Since a change in TV reception technologies has the potential to disrupt conventional viewing patterns and/or the ability to track them, Nielsen announced that it will move the quarter's local TV ratings "sweep" from February to March.
Nielsen is asking people in the sample with unready television sets to replace them with new TVs with digital tuners, subscribe to cable, or purchase a digital converter box. The company is also getting its field staff to visit sample households to connect meters to any new equipment that is purchased. Furthermore, it has made a timetable for users in the sample with unready sets to make the transition.
Starting in August, Nielsen says its Data Distributor Management department will start communicating with local TV stations about their digital transition plans. The company will then need to take action to ensure it continues to be able to properly receive and monitor signals to gather information. In December, Nielsen plans to select a sample of stations that have made the digital switch to see if their signals are adequate for auditing and measuring.
To read more about the Digital Conversion in the U.S., click here.
Sources: Media Post, 05/01/2008, Ad Week, 05/01/2008
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