Nielsen's diary-only ratings markets lose MRC accreditation
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US— Nielsen’s diary-only TV audience measurement services have had their Media Rating Council (MRC) accreditation withdrawn, effective with the 2009 audit period.
In a note to clients Nielsen says it expects to regain accreditation soon. It did not specify the reason for the MRC’s decision, although it makes mention of a number of problems encountered with the switch to address-based sampling last year.
Nielsen said: “In the transition, we underestimated our targeted sample size, in two of the four measurement periods, but since November 2009 we have consistently delivered on our targets.”
Address-based sampling replaced the previous landline phone-based sample frame to boost coverage of the 30% of the US population who have only a mobile phone or no phone at all.
Nielsen’s local people meter and combined set-meter and diary measurement markets remain accredited.
