Nielsen Media Research says it is going forward with a new TV viewer measurement system in New York next week despite an independent group’s decision not to accredit it.
Nielsen is switching to a new electronic system for counting viewership in some big cities, a move that some critics contend will undercount blacks and Latinos, thus endangering some of their favorite programs.
Nielsen says the June 3 New York start date is solid despite the appointment of a task force to study the change, a Congressional audit and, now, the decision by the Media Rating Council not to recommend accreditation of the service.
The rating council is an association with television, radio and advertising agency representation, which investigates to see whether measurement systems are reliable and valid.
The council, in a four-paragraph news release, did not specifically say why accreditation was denied. A spokeswoman said the group never publicly talks about the results of its audits.
The decision was hailed by a coalition fighting the changes. The Don’t Count Us Out Coalition is at least partially funded by Fox’s parent company, News Corp., which is worried about lower ratings at stations it owns in big cities.
“Today’s decision by the MRC simply confirms what we have been saying all along — the (new Nielsen) system is rife with inconsistencies and demands further review before it is forced on the viewing public,” said Alex Nogales of the National Latino Media Council.
Nielsen is still seeking accreditation, and is awaiting a letter from the MRC detailing where the council believes the new system falls short, Nielsen spokesman Jack Loftus said.