Osaka TV ratings slide under new Peoplemeter

OSAKA: A new Peoplemeter television audience measurement service available since April in Osaka - Japan's second-largest city - has delivered bad news for advertisers. Results show a significant decline in target audience ratings versus measurements by the previously-used diary panel. For some groups, for example young women, ratings fell by 10 per cent at peak-time. Andrew Meaden, a director at MindShare Japan, said: "This is very worrying, especially as TV continues to be negotiated in Japan on a household rather than target basis. This means clients will still be paying the same for their airtime though audiences are smaller than previously supposed. "Consequently advertisers will need to increase budgets for Osaka to get the audience impact they thought was being achieved." Osaka's panel followed extensive lobbying by advertisers, which eventually forced Video Research, the Dentsu affiliate providing the service, to act. But there are no plans currently to extend Peoplemeter coverage of Japan. "Most areas have a household rating meter panel which provides simple data but not about the viewing audience. This crude data is all the TV stations will consider in cost negotiations," said Meaden.

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