USC Auditing Anti-Nielsen Hispanic Study5/10/2004 10:38 AM Eastern
Nielsen Media Research hired researchers at the University of Southern California to audit a study that criticized its measurement of Latino viewers with “Local People Meter” technology.
Nielsen spokesman Jack Loftus said results of the audit should be available within a couple of weeks.
USC’s Tomas Rivera Policy Institute is conducting the audit of a study commissioned by the National Hispanic Media Coalition, which is fighting Nielsen’s plans to install LPMs in New York, Los Angeles and other major markets.
Nielsen said the study, which was conducted by Rincon & Associates, was based on a survey of Latinos that wasn’t a representative sample of all U.S. Latino households.