Nielsen adds college kids to ratings

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As of Monday, Nielsen Media Research began metering the TV-viewing habits of college students. Prior to that time, the company measured the TV watching of students only when they were home on break.

College campuses account for the largest percentage of heretofore unmeasured TV markets, with 50 percent. The rest of unmonitored TV viewing is divided among bars, businesses, hotels, and gyms. Under the new system, Nielsen will install meters on the dorm-room TVs of college students who are already part of a Nielsen family.

The pilot program that Nielsen ran beginning in November produced much higher ratings for ABC's Grey's Anatomy and Comedy Central's Drawn Together. The new young demo ratings were divided by gender--Grey's gained 63 percent in females 18-24, and Drawn gained 53 percent in males 18-24.

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