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Nielsen Campaign To Promote Inclusivity of Ratings
Nielsen Media Research will launch a branding advertising campaign in the US in February, promoting its accurate reporting of TV viewing by all different kinds of people, led by the slogan 'Every View Counts'. The move follows a year of controversy over the launch of its Local People Meters.
Nielsen is working with Burrell, one of the US' largest African American full-service communications agencies, on a campaign including print, radio, online and cinema advertising, targeting Asian, African-American, Arabic, and Hispanic consumers and opinion leaders.
Print ads featuring the faces of adults of various ages and ethnicities merged together, with copy in Chinese, Spanish and English for respective audiences, will run in ethnic weeklies and in national publications that reach ethnic opinion leaders. Radio ads on top ethnic stations and on-screen advertising in multicultural movie theaters will round out the campaign.
President and CEO Susan D. Whiting points out that the company 'spent a great deal of time meeting with and listening to communities from around the country in 2004. We valued the input. While we've been actively working with various ethnic groups to ensure that our measurements fully and fairly represent all television viewers, we felt we could do more to inform people about what we do'.
The company's home page is at www.nielsenmedia.com
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