Marketing

NAACP’s Mfume Backs Nielsen ‘LPMs’

10/18/2004 6:23 AM Eastern

Nielsen Media Research’s “Local People Meters” received a high-powered endorsement Monday.

National Association for the Advancement of Colored People CEO Kweisi Mfume said LPMs were a "more accurate and reliable way of tracking household viewing habits" in local markets around the country, the ratings service said.

Mfume joined the Rev. Jesse Jackson, TV One CEO Johnathan Rodgers and Black Entertainment Television CEO Debra Lee in supporting the introduction of LPMs.

In a letter to Nielsen CEO Susan Whiting, Mfume wrote, “It is essential that African Americans, Latinos and others are accurately counted. It is only through a fair count that networks will be further convinced to air substantive programs that are of special interest to ever-growing minority audiences.”

He continued, “I believe the LPM system will better measure the broader television audience and, therefore, that it can be an effective tool in promoting greater diversity in the programming produced by the television industry.”

“We appreciate that Mr. Mfume has spent so much time investigating the impact of LPMs, and we are grateful that he is willing to stand up for what he believes,” Whiting said in a prepared statement.

“LPMs are the most accurate measure of what people are really watching on television, and we are convinced that they will help programmers to better understand the viewing choices of a wider range of people,” she added.

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