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Nielsen Media Essay

774 words - 4 pages

Q 1.
Nielsen ratings are the audience measurement systems developed by Nielsen Media Research, in an effort to determine the audience size and composition of television programming in the United States. In the U.S., the term TV ratings immediately makes people think of Nielsen because Nielsen Media Research has become the de facto national measurement service for the television industry in the United States and Canada. Nielson measures the number of people watching television shows and makes its data available to the television and cable networks, advertisers and the media. This research is worth billions of dollars. Advertisers pay to air their commercials on TV programs using rates that ...view middle of the document...

Disadvantages of Nielsen system are since viewers are aware of being part of the Nielsen sample; it can lead to response bias in recording and viewing habits. Criticism of the measuring system itself is that it fails the most important criterion of a sample: it is not random in the statistical sense of the word. A small fraction of the population is selected and only those that actually accept are used as the sample size. In addition, the Nielsen ratings one TV per household three perhaps four network model encouraged a strong push for demographic measurements. This caused problems with multiple TV households or households where viewers would enter the simpler codes raising serious questions to the quality of the demographic data. A related criticism of the Nielsen ratings system is its lack of a system for measuring television audiences in environments outside the home, such as college dormitories, transport terminals, bars, jails, and other public places where television is frequently viewed, often by large numbers of people in a common setting. Nielson system cannot tell whether the audience is actually watching the television program or if their televisions are merely turned on. While Nielsen measures the viewership of programs, it does not measure the viewership of commercials, which is what the advertisers are interested in. Finally, because Nielsen measures in-home viewing, rather than out-of-home viewing, the ratings of shows that are watched...

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