More than four years after Nielsen lost accreditation for the demographic audience data for most of its local TV market services, it has once again been accredited by industry ratings watchdog the Media Rating Council. Sort of.
Nielsen and the MRC this morning announced that both Nielsen's local people meters and its local set-meters (operating in 19 markets) have been accredited, including demographic data for those markets, which utilize a new "viewer assignment" modeling methodology utilized by Nielsen to replace the old-fashioned paper diaries it had previously used to generate demographic data in local TV markets not using people meters.
The announcement makes no mention of the other 179 local TV markets -- mostly smaller ones -- measured by Nielsen, but the MRC's website says several components of Nielsen's local TV measurement services remain under review, including core components of its methodology for assigning demographic data:
- Return Path Data (RPD) in Set Meter and Prior Diary-Only Markets
- Portable People Meter for TV in LPM and Set Meter Markets
- Code Reader, and Viewer Assignment Model Viewers in Profile Reports
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In addition, Nielsen announced that its national people meter service -- the basis for network TV ratings and demographic data -- has received continued MRC accreditation.
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June 23, 2020 at 09:01PM
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Nielsen Finally Receives Accreditation For Demo Data In Many Local Markets, Sort Of 06/23/2020 - MediaPost Communications
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