Nielsen ratings pool ready to grow

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NEW YORK -- Nielsen Media Research said Tuesday that it will expand its television ratings panel to its highest point ever by 2011.

Nielsen's sample is now 12,000 households and 35,000 people in the U.S. By 2011, it will increase to 37,000 homes and 100,000 people with the integration of 56 Local People Meters into the markets. It's an even larger increase from the sample in 2002, when it was 5,000 households and 15,000 people.

Three more LPM markets will go online into the national sample in November. Five more will go online in '08, 12 each in '09 and '10 and 14 in '11.

Nielsen said the fragmentation of TV viewing and the goals for its Anytime Anywhere Media Measurement effort require a large panel. Nielsen said it will increase the company's accuracy for the entire sample and demographics.

Nielsen Media Research is owned by the Nielsen Co., parent company of The Hollywood Reporter.
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