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Nielsen Critics Criticised
A review commissioned in May by Nielsen Media Research but conducted by an independent body has concluded that criticisms of Nielsen's methodology for measuring ethnic audiences made by Rincón and Associates 'Latino Television Study' were not solidly supported.
The review was conducted by the independent Latino policy research organization the Tomás Rivera Policy Institute (TRPI), and was announced in DRNO on 12 May, (see www.mrweb.com/drno/news3122.htm ). The report found 'no documented proof to support assertions that People Meters do not reliably measure Latino viewing behaviour'.
The study also concluded that Rincon's own study sample was less accurate than was claimed in the press. However, TRPI President Harry Pachon, Ph.D., cautioned that 'media organizations like Nielsen and Rincón need to be mindful of the changing demographics and nuances that are present in our minority communities'.
According to the TRPI report authors, 'we do not find convincing the Rincón and Associates' claim that their approach resulted in a better estimate of Latino television viewing patterns and that Nielsen under-estimates the number of Latinos watching any specific show. In our view, Rincón and Associates' Latino Television Study does not seem to have offered the kind of precision and rigor that they claim to present.'
'The Tomás Rivera Policy Institute confirms Nielsen's commitment to fully and fairly representing all television audiences,' said Susan Whiting, President and CEO of Nielsen Media Research. 'Nielsen has a solid history of working with Latino leaders to ensure their communities are correctly counted, and we will continue to listen, and work with, all interested parties to make certain the system always provides the most accurate and most representative measurements of the nation's diverse TV audiences.'
Among the flaws highlighted in the Rincón and Associates methodology were the use of a single survey to test the validity of the controversial criticisms, the use of a sample built from a smaller number of cities than Nielsen's coverage and the design of Rincón's questionnaire, which 'raised issues about how the company initially communicated with respondents'.
TRPI also offered several recommendations to Nielsen and any other organizations that measure Latino television viewing patterns on how to provide more effective samples. These include:- 'making methodological changes that capture Latinos living in non-Hispanic-headed households as defined by the US Census sample frame... as mixed-ethnicity households in America expand
- initiating interviews in the preferred language of the household when it is obvious what that language is, and
- providing full transparency in describing the methodological approach, including any problems encountered, such as non-responses or refusals to participate'.
Nielsen maintains separate Latino samples in 19 local markets with significant Latino populations as a service to Spanish-Language media.
The full TRPI report is available at www.nielsenmedia.com
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