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TV ratings undercount English-speaking Hispanics: study says

Z

zumahans

Guest
OK, so this special interest group has a financial interest in the matter. So, of course, do the spanish-language broadcasters who insist on overcountingthose who only watch espanol.

But this is further proof that even the experts do not agree on the methodology used by the moneychangers in the temple.


----======

Aim Takes Nielsen to Task
November 09, 2006
By John Consoli/Mediaweek


Aim questions Nielsen data that show only 3 percent of Hispanic viewers watch 'Ugly Betty' on ABC.

NEW YORK Aim Tell-A-Vision Group is launching a campaign to convince Nielsen Media Research to select its Hispanic audience sample based on nativity (U.S. or foreign born) rather than language.

...

Aim contends that U.S. Hispanics, particularly American-born Hispanics whose viewing patterns are different than foreign-born Latinos, are under-represented in the Nielsen sample, which therefore presents a skewed impression of Hispanic viewing patterns.

...

Robert Rose, CEO of Aim, said Nielsen's current system is costing English-language broadcast networks millions of dollars in advertising from Hispanic ad agencies that are instead placing their money on the Hispanic networks.

"According to Nielsen data, only 3 percent of Hispanic viewers watch Ugly Betty on ABC," Rose said. "Nielsen data shows only 768,000 Hispanic viewers 18-49 are watching this show that was a hit in Latin America for years and a hit on Telemundo before it came to ABC, while 16.2 million general audience viewers are watching the show. How can that be?"

And, Rose continued, "Nielsen data shows that twice as many African-American viewers than Latino viewers watch George Lopez on ABC. That can't be right."

Entire article at http://www.adweek.com/aw/national/article_display.jsp?vnu_content_id=1003379958

So.......


I bet David Eduardo's radio stations benefit from the same statistical "adjustments" that fraudulently benefit his TV sisters.
 
The betting line is now 7:1 that
DE will reply before 10:30am pacific.
Any takers?
 
zumahans said:
OK, so this special interest group has a financial interest in the matter. So, of course, do the spanish-language broadcasters who insist on overcountingthose who only watch espanol.

But this is further proof that even the experts do not agree on the methodology used by the moneychangers in the temple.
Click to expand...

The methodology approved by the MRC for both radio and TV requires an enumeration study of each market to determine the percentage of Spanish dominant and English dominant persons in the Hispanic universe. The enumeration is based on persons, not households. The questions asked are a 5-point scale of All Spanish - More Spanish - Both Equally - More English - All English with "bilingual" being tossed into the English dominant camp.

Based on this enumeration, the ratings samples include English dominant and Spanish dominant in proportion to their predetermined percentage in the population.

Hispanic media has long argued that calling "bilinguals" (both more or less equally) persons "English dominat" is a farce. Most "bilingual" Hispanics are first generation, and the birth tongue is Spanish, so bilinguals should be classified as "Spanish dominant." But they are not. This slightly reduces the shares of Spanish language stations.

Language proportionality is only used to insure each subset of the Hispanic universe is evenly measured.

If a Spanish dominant person watches English TV or listens to English radio, it is registered. The fact that a person is in one or the other of the two groups does not mean that they can not register viewing or listening in the other langauge. All it means is that there will not be ups and downs in the quantity of each group measured... something that caused huge variations in Spanish langauge shares in the past, sometimes benfiting English stations and sometimes the Spanish language ones.

The current methodology determins market composition based on actual surveys of languauge usage. The suggested change is further from reality than the current one, which took Arbitron over 7 years to implement with MRC approval.
 
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