Tribune Broadcasting President Patrick Mullen today released the following statement regarding the implementation of Nielsen Media Research’s Local People Meter service:
“Nielsen Media Research’s decision to move forward with implementation of its Local People Meter service without first securing the approval of The Media Rating Council (MRC) is unwise and unsound.
As the only entity responsible for independently and objectively monitoring Nielsen’s ratings services, the MRC is uniquely positioned to verify their accuracy and reliability. An MRC audit of the Local People Meter service in New York City turned up several problems that have yet to be corrected. These issues should be resolved before implementation of the Local People Meter service in New York City or any other market.
We also believe Nielsen’s decision to utilize two distinctly different ratings systems simultaneously in New York City will serve only to confuse viewers, advertisers and station operators alike. This decision also seems a tacit admission by Nielsen that it, too, remains unsure of the accuracy of data generated by the Local People Meter service.
We urge Nielsen to reverse its decision to implement the Local People Meter service in New York City and other markets around the country.”