Harker Research: TV Has Its Own Nielsen PPM Problem

Harker Research

The latest edition of HARKER RESEARCH's "Radio InSights" blog examines NIELSEN's recent decision to add PPM panelists in determining local television ratings. HARKER says the move does not bode well for radio, which has had its own problems with the PPM measurement system.

"NIELSEN apparently intends to combine data currently gathered via other means with PPM data, much like the company’s RADAR studies for network radio combine PPM numbers from large markets with diary numbers from small markets."

As HARKER points out, "Radio’s RADAR was stripped of MRC accreditation in 2010 when ARBITRON started combining PPM and diary data. The MRC has a problem combining different measurement methods.

"Local television diary measurement is MEDIA RATING COUNCIL accredited. However, the MRC is warning that local television too may lose MRC accreditation."

Summarizing the problem, HARKER states: "NIELSEN pays lip-service to accreditation and then rolls out another unaccredited product... If NIELSEN is willing to compromise television ratings to save money how likely is it that NIELSEN will invest to improve radio ratings?"

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