Nielsen Appoints Prominent Community & Industry Leaders To Independent Task Force On TV Measurement.

Nielsen Media Research announced that it has appointed eleven prominent community leaders and television industry executives from across the nation to serve on an independent Task Force on Television Measurement. The Task Force, whose members were selected in consultation with Congressman Rangel, will work with Nielsen to help ensure that its national and local samples are representative of the diverse TV viewing audience, especially people of color.

Former Illinois Congresswoman Cardiss Collins will serve as chairperson of the Task Force, which includes representatives from the New York, Los Angeles and Chicago television markets. As a member of Congress, Rep. Collins previously convened a Task Force on Nielsen Media Research that examined Nielsen’s impact on African American TV producers and advertising agencies. The creation of the Task Force helps fulfill Nielsen’s commitment to address questions regarding the introduction of Local People Meter (LPM) service in the nation’s major television markets. When the company volunteered to postpone its April 8th LPM launch in New York for two months, it began working with Congressman Rangel to form the independent Task Force to review and analyze Nielsen’s methodology for recruitment and sampling.

In addition to Congresswoman Collins, the Task Force members are:

* Bob Barocci, President/CEO of The Advertising Research Foundation
* Melody Spann-Cooper, President and General Manager of WVON-AM, Chicago
* Rev. James L. Deemus III, Executive Director of the NAACP Chicago (Southside)
* Ray Durazo, Chair of the Latin Business Association in Los Angeles
* Mary Gonzales Koenig, President of the Spanish Coalition for Jobs, Inc.
* Scott McDonald, Senior Vice President for Market Research at Conde Nast Publications
* Byron E. Lewis, Chair and CEO of UniWorld Group
* Guillermo Linares, former member of the New York City Council
* Manuel Mirabal, President of the National Puerto-Rican Coalition, Inc.
* Elinor Tatum, Publisher of The Amsterdam News

In addition, the Task Force will add several experts in demographic research to review its methodology and data.

“It is important to determine the best possible method to accurately reflect the choices being made by media audiences, and particularly by Black and Latino viewers who have been historically undercounted, because of the enormous social, cultural and financial implications arising from the measured popularity of media programming,” Rangel said. “I thank the members of the Nielsen Task Force, and especially my former colleague Congresswoman Cardiss Collins who has been named chair, for agreeing to serve and provide their expertise in an effort to achieve a more accurate measure of the media preferences of our minority communities.”

In responding to her appointment, Ms. Collins said: “It is critical that the ideas and perspectives of all citizens are fairly reflected in what they see on television. By bringing together some of the nation’s most respected leaders to work closely with Nielsen, we will be helping to ensure that all voices are heard. Television is still one the most powerful forces in peoples’ lives. But as the medium changes with the introduction of new technologies, viewers must be assured that their interests will be fully counted. The principal role of the independent Task Force will be to strengthen the relationship between Nielsen and the industry and audiences it represents to enhance the quality of television ratings.”

Susan D. Whiting, CEO and President of Nielsen Media Research said:

“Congressman Rangel has chosen a team of eminently qualified individuals from throughout the country to serve on the independent Task Force on Television Measurement. We look forward to working closely with Cardiss Collins again as well as with the other esteemed members of the Task Force, to provide the most accurate and most representative estimates of the nation’s television viewing behavior.”