Marketing

Nielsen Follows Task Force’s Suggestions

6/28/2005 7:56 AM Eastern

In a progress report released Tuesday, Nielsen Media Research described how it has followed through on a number of the recommendations laid out by a special task force on audience measurement earlier this year.

The ratings service has made improvements in the areas of field operations, fault rates, corporate diversity and communications with the communities affected by TV ratings, according to officials.

For example, Nielsen has put in place several programs to reduce fault rates, such as personal coaching and performance-based incentives.

And to better serve diverse sample participants, Nielsen has translated all of its recruitment materials for sample households into Spanish and developed key recruitment literature in Mandarin, Japanese, Korean, Vietnamese and Tagalog.

Nielsen’s progress report summarized its work during the past three months in terms of following through on suggestions made in March by the 19-member Independent Task Force on Television Measurement.

The task force worked for more than eight months to evaluate Nielsen’s measurement of African-American, Hispanic and Asian-American audiences, then issued a report with suggestions for improvements.

“Nielsen has done a commendable job at moving forward with many of our recommendations,” former U.S. Rep. Cardiss Collins, the task force’s chairman, said in a prepared statement.

“The task force appreciates Nielsen’s attention to our report and believes that the company’s implementation of our recommendations will lead to more accurate measurement of diverse racial and ethnic television viewers,” she added.

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