NBC and Fox, both experiencing a decrease in their NFL
football ratings, continue to question Nielsen Media Research's
sample base, according to Wayne Friedman of INSIDE MEDIA. Giles
Lundberg, Fox Senior VP/Research & Marketing, said that new homes
in the Nielsen sample "appear to be one element that clearly
deserves some scrutiny." Nielsen said it has looked at NFL
ratings and "found no methodological problems." Jack Loftus,
VP/Communications Nielsen Media Research, says the drop in NFL
numbers "is coming outside the metered markets." But NBC and Fox
think "the problem could stem from Nielsen's new 'membership
reps.'" While much of Nielsen's recruiting for its sample had
been done by technical and installation people, Nielsen now uses
"membership reps" to offer a more personal approach "in
convincing people to become part of the sample." After using
reps to "selectively help homes with kids for a number of years,
last season Nielsen decided the rep concept would be broadened to
the entire 5,000-home sample." Nick Schiavone, Senior
VP/Research at NBC, feels the change to "membership reps" may be
having an effect on lowering NFL ratings "by skewing homes to
better educated, higher-income homes, which watch less football"
(INSIDE MEDIA, 10/30).
