NYT: Nielsen, Long a Gauge of Popularity, Fights to Preserve Its Own - Turning to Lobbyists

New York Times ^ | August 8, 2005 | LORNE MANLY and RAYMOND HERNANDEZ

[OESY]

...Since... spring 2004, the company has spent more than $4 million to hire some of the nation's premier lobbyists to counter a savvy campaign conducted by Rupert Murdoch's News Corporation, a team of longtime Clinton strategists hired by the media conglomerate, and a coalition of black and Hispanic community leaders. Before 2004, Nielsen had not spent a dime on lobbying. Nielsen has also sprinkled more than $200,000 among minority organizations....

The technology, called local people meters, replaced set-top boxes and paper diaries, and offered advertisers and TV networks something they had never had before: detailed local demographic data every day of the year about who was watching which shows and in what numbers.

But the test results in New York alarmed executives at News Corporation. The Fox and UPN affiliates that the company owns suddenly found themselves staring at seemingly inexplicable drop-offs in viewing, particularly double-digit percentage declines among minority audiences. Those two station groups carry shows that attract significant minority audiences....

The News Corporation asked Nielsen to postpone the official start of the service in New York and to fine-tune the technology. Nielsen declined, arguing that while certain programs may have lost minority viewers, the meters more accurately measured actual viewing choices than before, and those viewers had just migrated elsewhere, mainly to cable networks....

Nielsen executives said these omissions had nothing to do with race or ethnicity, but occurred in homes with the greatest number of people and TV sets, where viewers fail to key in their preferences....

Nielsen's allies have also sought to play to wariness among minorities toward Mr. Murdoch, whose News Corporation owns the Fox News Channel, a cable news network that appeals to conservative audiences. "It's interesting that News Corporation is taking an interest in protecting minorities," said Mr. Jackson. "It's not their reputation."....

[OESY]

Nielsen has sought advice from the Rev. Jesse Jackson.



The News Corporation, owned by Rupert Murdoch, has been at the forefront of marshaling criticism leveled at certain Nielsen ratings.





Dilemma: Having previously been in the forefront supporting old subjective Nielsen ratings diaries,
the Times finds itself in a tizzy over whom to demonize: Nielsen, lobbyists or favorite pinata Rupert Murdoch.

Question: How much does the Times spend lobbying for its causes?

Resolution: The most objective system is best because it is least subject to manipulation,
which is rampant among the Old Media trying to bolster either its circulation figures
or its TV ratings since millions in advertising revenues are affected.

[Brilliant]

TV advertising seems like a waste of money to me.

Frankly, there is altogether too much advertising in this country.