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Nielsen Reports Errors in Print Ad Spend Data
In South Africa, Nielsen Media Research has uncovered anomalies in its print adspend data going back to January, which have resulted in advertising spend being overstated for both newspapers and magazines.
In a statement issued to the press, the company said that after conducting a comprehensive investigation, it appears that the problem was caused by a system bug causing 'spikes' in the data for certain publications. Nielsen said it is addressing this with the highest priority and will be issuing a re-statement of the figures shortly.
The statement continued: 'An apology is extended for any inconvenience this might have caused. Please be assured of the commitment we place in continuing to supply data of the highest quality. We would not want this problem to negate the 35 year history and integrity of Nielsen's AdEx product.'
The Nielsen Media Research AdEx system provides advertising expenditure estimates and volume measurement across all mainstream media. It also demonstrates geographic and seasonal variation of expenditure and estimates the advertising cost required to take a new product to market by illustrating the budget required to launch and sustain a brand. The company is online at www.nielsenmedia.com.
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