Splitsider

On Why Nielsen Ratings Are Inaccurate, and Why They'll Stay That Way

Nielsen is the currency for ratings, every other competitor that has attempted to enter the market has crashed and burned. Arbitron being one that comes to mind. From what I know, TV stations are contractually prevented from using a second or third ratings service alongside Nielsen. If they wish to have access to their Nielsen ratings they can't use anyone else, if they do they're subject to fines. Ad rates are based on Nielsen ratings so it's a catch 22. One of our stations here in South Florida, WSVN is attempting to get the courts to rule Nielsen is a monopoly but have so far been unsuccessful. When the electronic people meters were turned on in South Florida the station lost 49% of its audience overnight when paper diaries were used. And they lost around $1million per month in advertising. Nielsen maintains its old diary system was accurate, and the new people meters are also accurate. Go figure

Posted on January 31, 2011 at 7:41 pm 0