• by Joe Mandese  @mp_joemandese, March 7, 2005

During a special meeting scheduled for late today, some key issues are expected to be addressed that could reset the agenda for the media research industry. During the meeting, which will be held at the Advertising Research Foundation in New York, the ARF is expected to take control of a research consortium originally proposed by the Media Rating Council to conduct methodological research on media ratings such as Nielsen's. The meeting will also include the first public airing of the much-anticipated recommendations of a task force organized by Nielsen and Congressman Charles Rangel in response to criticisms about Nielsen's measurement of minority viewers.

While details were not known at presstime, the recommendations are likely to draw new light on the debate surrounding Nielsen's TV ratings methods, its sample designs, and how well it represents various ethnic and racial segments.

In a related move, the ARF has formed its own initiative to conduct new, primary research on the measurement of minority media usage. A request for proposals to conduct that research was due Feb. 21, and a committee comprised of leading industry researchers and academics is expected to decide on those soon. To help fund the effort, ARF President-CEO Bob Barocci has asked Nielsen to contribute $1 million from a $2.5 million R&D fund that Nielsen said it would create.

Since Nielsen unveiled the R&D fund Feb. 18, as part of a broader action plan designed to address its critics, details of how the funds would be used have been unclear. But with the ARF taking formal control of the research consortium spawned by the MRC, it seems likely Nielsen will be working closely with the ARF to determine that.