WCVB offers guarantees: Boston station bases ratings promise on new Nielsen device.(Local People Meters)

From: Broadcasting & Cable | Date: November 17, 2003| Author: | Copyright information

Are station ratings guarantees the unintended consequence of Nielsen's local people meters? That's a question raised in light of an OMD Worldwide report issued last week analyzing the Boston market one year after the inauguration of the devices began there.

The report noted the "positive development" that Hearst-Argyle Television's WCVB-TV, the ABC affiliate, had begun issuing ratings guarantees for its entire schedule. Typically, stations don't do that, although ratings guarantees by broadcast networks are routine.

But competitors in the market said the station's ...

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