Nielsen Postpones People Meter Launch

Nielsen Media Research has postponed the NYC launch of its 'people meter' system to June 3rd, under pressure from News Corp and various political figures / groups. A task force including Congressman Charles Rangel, whose district includes Harlem, will help Nielsen look into concerns that the system undercounts minority audiences.

The new system for monitoring local TV watching was scheduled for launch last week, to replace the traditional diary-keeping methodology.

News Corp. controls Fox Television Stations, which run a number of programs attracting high black and urban audiences. Tests of the new system in February showed massive falls in audience for some shows popular with black viewers, such as 'The Parkers' on the UPN network, which fell by 62%. Obviously, millions of dollars in advertising revenue hinge on the results.

By the end of March Nielsen was under pressure from a combination of Democratic lobbying groups, full-page ads in News Corp.'s New York Post and black and Hispanic organisations under the banner of a group called Don't Count Us Out Inc.

Nielsen President and CEO Susan Whiting remains 'absolutely convinced it's a more accurate system'.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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