Build credibility with African Americans and Hispanics in North
Texas in advance of the launch of the new Local People Meter (LPM) to insure
acceptance of the new technology and facilitate access to selected
homes by Nielsen Media Research.
Created access to local civic, political and business
leaders through a series of meetings and events where NMR shared
their message, demonstrated the LPM and requested feedback. The
media relations campaign focused on building awareness of
LPM technology and NMR’s commitment to measure all segments
of the community.
Although there had been challenges in other markets, the Dallas/Fort
Worth LPM launch was well-received by the community. Success
was based on the credibility of the advance
communication and effectiveness of the awareness campaign.
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