Harker Research: Nielsen's TV Ratings Criticism Affects Radio

Harker Research

In the latest edition of HARKER RESEARCH's RADIO INSIGHTS, the blog takes on the criticism leveled at NIELSEN by the TV networks and ponders the reaction of radio to alleged inability to keep up with the "ways that people today consume media."

The piece quotes NBC Research Pres. ALAN WURTZEL's critique: "NIELSEN will become increasingly marginalized. They are incapable of doing certain things and it's only getting worse."

The piece insists radio buyers, by looking at flawed numbers, are getting the idea that radio is also shrinking, but like TV, it is also being consumed in many new ways and is being "hurt by NIELSEN's inability to measure all consumption.

"In some respects, radio is probably being hurt proportionately more than television because of the flaws in PPM measurement," particularly missing "streamed liisting" and, increasingly, "broadcast listening, too."

The MEDIA RATING COUNCIL has yet to vote on accreditating NIELSEN's current plan to "Model" television rating demographics in smaller markets, using "increasingly inaccurate" estimate of larger markets, which could also happen in radio, as NIELSEN's radio diary methodology is also under MRC review, even if radio's leaders -- as opposed to television's vocal critics -- remain "silent and on the sidelines."

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