More than 100 local dignitaries, community leaders and elected officials gathered at the University of Denver’s Cable Center for the launch of The Nielsen Company’s new electronic television measurement technology; the Local People Meter (LPM).

Among those on hand to celebrate the launch were Colorado State Senator Peter Groff, Colorado Black Chamber of Commerce President and former mayor of Denver Wellington Webb, Denver City Councilman Michael Hancock and representatives from the office of Colorado Governor Bill Ritter and the Denver Hispanic Chamber of Commerce.
 
Nielsen’s Local People Meter went “live” in Denver on Oct. 2, and offers local markets the most complete and accurate method of measuring television viewing behavior. The LPM captures every 2.7 seconds of what viewers watch and can even measure usage on DVDs, VCRs and video games. LPM’s replaced the traditional diary system used in Denver until now. The updated technology provides programmers and advertisers with daily demographic data.
 
Nielsen representatives showed their appreciation to attendees for their continued support of the companies public outreach efforts in the local communities of color. Amid live music, champagne, networking and conversation, demonstrations of the LPM technology were provided to those in attendance.
 
“We’ve been looking forward to coming to Denver,” said Crystal Barnes, Director of Communications and Public Affairs for the Nielsen Company. “We’ve launched this new technology in the top 17 markets and now we’re here in Denver, the 18th largest television market in the country.”
 
Barnes pointed out that there are approximately 1.5 million television households that come from 67 counties in the area.
 
“With approximately four percent African American, 15 percent Latino and 2.7 percent of Asian TV households watching, how could we not be in such a dynamic and growing market?” Barnes said.
 
Although households are randomly selected, those households (600 slated for this market) will reflect the diversity of this market.
 
“It is imperative that the sample is representative of the community that we live, work and play in,” Barnes continued. “That means we need to make sure our samples look like the communities we serve.”
 
Nielsen’s commitment to inclusion was formally recognized by Wil Alston, Deputy Press Secretary for Governor Bill Ritter and other officials who attended the event.
 
“We applaud Nielsen for making diversity a top priority for this initiative,” Alston said. “That commitment says a lot about the company and how they plan to do business with all communities in this state.”