• by June 8, 2004

THE MRC GIVETH, THE MRC TAKETH AWAY - The Media Rating Council's decision to withhold accreditation to the local people meter service in New York was a blow to Nielsen Media Research and a boon to its opponents, which went so far as to utilize the MRC's decision in a high-profile and well funded advertising campaign. Following an emergency meeting of the MRC's Television Committee last week, the MRC today issued the following statement on the matter, implying that the campaign's organizers, Don't Count Us Out, and its financial backer, News Corp., should cease and desist:

"Public policy debate is always welcome, but media organizations whose businesses are directly affected by audience ratings should not sponsor or carry advertising, regardless of medium, which could alter participation in measurement surveys. The exact impact or consequences of these activities on measurement accuracy (across a range of Nielsen's products) and the public's willingness to cooperate with Nielsen's research are difficult, or impossible, to determine. Rather than take the risk that further public debate might have an adverse effect on measurement accuracy, the MRC will communicate it's positions directly to the organizations involved."

Separately, the MRC's Television Committee called on Nielsen to "take immediate action to address the MRC's audit findings to assure that the New York Local People Meter Service achieves MRC Accreditation as soon as possible."