Nielsen being questioned in the US for ratings inaccuracy

In an effort to refute the claims of ABS-CBN and TNS that the previous emerged as the new ratings leader in Mega Manila, GMA Network released its statement with opposite figures from AGB Nielsen Media Research.
GMA, said in an article on its news website, that AGB Nielsen is the country’s most preferred ratings provider with over 19 companies in subscription. It also said that AGB Nielsen is the more trusted name in the ratings industry.

Nielsen is also the ratings provider in the US, while TNS serviced the United Kingdom, beating AGB Nielsen in a bid to provide TV ratings in the said European country. While TNS finds stability on its service in UK, Nielsen is facing some scrutiny in the US after reports of inaccuracy.

Fox Networks Group chairman and CEO Tony Vinciquerra is taking on ratings giant Nielsen Media Research, after the research company’s ecent admission that its TV ratings may be off by as much as 8% — and believes the company isn’t acting promptly to correct the problem.

At issue is Nielsen’s recent “In-Panel Validation Initiative,” in which the ratings org investigated how and why some viewers were incorrectly using the PeopleMeter.

Nielsen found enough people punch the meter incorrectly — especially when viewing in large groups — that national TV ratings could be off by 8%.

Nielsen said the study wasn’t meant to be an exhaustive survey of how many Nielsen participants use the PeopleMeter properly, but instead was more a look at why different demo groups weren’t pushing buttons and how to get them to better comply with the system.

As a result, the ratings org said the 8% number wasn’t meant to be carved in stone.

“The point of the study was not to establish a noncompliance level but to gauge how different demo groups perform in relation to others,” Nielsen spokesman Gary Holmes said. “What we were trying to do is establish a baseline that would allow us to improve our measurement. It’s incorrect to conclude there is necessarily an 8% underreporting in our panel.”

But the fact that it’s all unclear is what also bothers Vinciquerra. He notes that Fox execs have been scratching their heads all season over the “American Idol” ratings declines and believes this could be a factor.

“It’s been a hugely successful season, yet the ratings are down 11%,” he said. “There are significant, double-digit gains in (the show’s) votes, and there’s been a huge response. We believe the show is doing better than we see in the ratings.”

And Vinciquerra’s not the only exec who has taken Nielsen to task in recent months.

So which media research company should be trusted? You Decide!