Weve seen differences in the HUT levels between the LPM and Set-Meter samples. Why does this occur, since the tuning levels should be the same?
There are differences in the numbers, although we have seen a narrowing of those differences, particularly in HUT levels. Nielsen Media Research has invested many hours to determine the cause of the differences. Certainly two different samples will yield two different results. Our Statistical Research department has identified two areas that they believe account for up to 85% of the differences in HUT levels. They are tuning without viewing, and differences between the occupational profile of the samples for those individuals not in the labor force. Keep in mind that these are not flaws in either methodology, but simply differences. One of the benefits of the year-long demonstration period is to identify ways to improve an already superior measurement system. This circumstance is similar to the many improvements and methodological changes weve made, and will continue to make, to all of our measurement methods. In fact, both may be easily handled with very simple changes in either coach
