Nielsen Task Force – not a single Hispanic Market Expert. Somebody Take A Stand!

Nielsen over that last couple of months has been fighting a credibility war regarding their roll-out of People Meters and its inaccurate measurement of Hispanic viewers.

Univision Communications and other interest groups have worked diligently at trying to stop the roll-out of such a measurement program, since they believe that measuring Hispanic and other minority viewers is not possible under the current ratings measurement methodology being implemented by Nielsen Media.

To counter the wave of criticism and legal jousting, Nielsen has agreed to appoint a Task Force to analysis and help create credibility of their television measurement system and verisimilitude of their ratings program in measuring Hispanic and other minority viewers.

This is all good.

But ????????? ……………… when you put together a Task Force to help bring a clear understanding of your system and it’s viability, you get experts on your Task Force that are credible contemporary Hispanic and Ethnic research and marketing experts.

The members of the Task Force listed below are not current Hispanic research and marketing experts, with all due respect. PUNTO!

Mario Baeza, Chairman of the Baeza Group

George Takei On the Board of East West Players

Daniel Villanueva, Managing Partner of Bastion Capital Corporation

Karen Watson, Vice President of Government Relations for EchoStar Communications

Bob Barocci, President and CEO, Advertising Research Foundation

Melody Spann-Cooper, President and General Manager of WVON-AM, Chicago

Rev. James L. Demus III, Executive Director of the NAACP Chicago (Southside)

Ray Durazo, President of Durazo Communications Inc.

Mary Gonzalez Koenig, President of the Latino Council On the Media

Scott McDonald, Senior VP for Market Research, Condé 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

Rep. Collins

When you take a look at this list, with the exception of Byron E. Lewis, Chair and CEO of UniWorld Group an expert in African-American advertising, the list lacks credibility and looks like a political get together.

Nielsen Media needs to take a look at the list and ask the Association of Hispanic Advertising Agencies to help in putting credible and well school Hispanic advertising, research and media experts on the Task Force to have any sort of credibility amongst the Industry.

This is ‘Bola de Humo’ time!

Any thoughts?

Please send them to mailto:in**@********Ad.com” data-original-string=”NjI5KTV9he6JgKQh6RucPQ==dd3bCZE2Mpmx5jHiVLxMikAoIHAXulLhkjx8+x2wQE4jd0=” title=”This contact has been encoded by Anti-Spam by CleanTalk. Click to decode. To finish the decoding make sure that JavaScript is enabled in your browser.