MRC Opposes N.Y. People Meter Rollout


The Media Ratings Council has opted not to approve next week’s rollout of Local People Meters in New York City, officials said Friday.

The MRC issued a release saying that its Television Committee, which met Thursday, reviewed the results of its recent audit of Nielsen’s LPM service and chose not to recommend accreditation for the service.

“When Nielsen is appropriately prepared to do so, they will be extended the opportunity to present action-plans intended to cure the non-compliance and performance issues to the Television Committee,” the MRC said in its release.

While not putting its stamp of approval on the LPMs in New York, the MRC said it “condemns” the campaigns that have been waged in the Big Apple against the meters. The LPMs are opposed by a coalition of black and Hispanic groups called Don’t Count Us Out, as well as News Corp. and the National Association of Broadcasters.
Also on Friday, Nielsen claimed that the national National Association for the Advancement of Colored People is now supporting the LPM launch, although the civil rights group claimed that it had only met with Nielsen CEO Susan Whiting.
At a meeting between Whiting and NAACP president Kwiesi Mfume in his office near Baltimore Thursday, Mfume “agreed to be an enthusiastic supporter” of LPMS, according to Nielsen spokesman Jack Loftus.

But NAACP spokesman John White said things had not gotten that far. “We met with Susan Whiting and that’s the extent of it right now.”