But it also has a separate button for each family member to punch in and out when they start and stop watching. So the number, age and gender of viewers is recorded as well. That could mean changes of millions of dollars in ad revenue when the new system becomes the official way of doing business sometime next year. And that eventually would affect programming decisions. We understand that,'' Kratz said.
Some ad agencies agree.
For now, People Meter results will be issued seven to 10 days after the official Nielsen numbers to avoid confusion. About 420 of an eventual 600 People Meters will be in service during May. That matches the current number of set-tuning meters.