Harker: Nielsen's Eric Cartman Moment
August 7, 2015 at 5:24 AM (PT)
On their latest "Radio InSights" blog, HARKER RESEARCH keeps the heat on NIELSEN, writing, "an analysis of NIELSEN’s VOLTAIR Webinar wouldn’t be complete without noting the tone and rhetorical tricks that NIELSEN employed to bury the admission that NIELSEN needs to fix PPM. The presentation was an artful display of rhetorical gymnastics."
Asking, "why is PPM a currency, let alone the currency?" HARKER blogs noted, "the term was first used to sell PPM to radio. ARBITRON needed to convince radio that PPM was worth a lot more than diary-based estimates, so the company touted PPM as the new ratings currency. It worked back then so why not use it again. Linking PPM to 'currency' enabled Mr. O’GRADY to imply that all this talk about inadequate encoding, missed listening, and VOLTAIR was debasing the currency."
HARKER, observes O'GRADY, "was cleverly implying that stations that use VOLTAIR create doubts about the value of NIELSEN’s the currency, and we don’t want that. Mr. O’GRADY employed a common rhetorical trick, invoking authority to essentially say, 'we know what’s best for PPM and radio.' It was a moment straight out of SOUTH PARK: 'You will respect my authority!'” Red the full blog post here.