In Malaysia, Sun Media Corporation (SMC) is taking legal action against Nielsen for publishing what it describes as ‘false and misleading readership estimates’ for its newspaper theSun.
SMC claims that Nielsen wrongly estimated a readership of 131,000 for theSun
, compared with the Audit Bureau of Circulations’ (ABC) independent audit which confirmed that the paper had a daily circulation of 300,550 copies between July 1 2009 and June 30 2010.
‘Logic and basic common sense dictate that Nielsen’s readership estimates for theSun
cannot possibly be less than ABC’s audited circulation figures,’ stated Sun Media MD Chan Kien Sing. ‘We are absolutely certain that Nielsen’s report was published recklessly and irresponsibly without proper and careful inquiry of the actual circulation figures and/or readership of theSun
Sing explained that SMC’s previous attempts to engage with Nielsen had been unsuccessful as the ratings giant has ‘completely and consistently disregarded SMC’s views and input’, and that Nielsen’s readership estimates for theSun
had damaged SMC’s business and trading reputation.
‘We have previously taken issue with the readership estimates published by Nielsen as we regard the numbers to be false, grossly underestimated and misleading,’ he added.
He has now instructed the firm’s lawyers to commence legal action against Nielsen, and claim for substantial damages.
Nielsen said in a statement that it does not comment on disputes between industry competitors, and that it stands by the accuracy of its data analysis.
Web sites: www.thesundaily.com