• by August 8, 2008

As an academic, I find many of these discussions [of TV metrics] less than enlightening. But I think most critical researchers would regard Nielsen's audience measurement data as marketing information, not research. The panels are biased against a number of factors, the data collection technology is prone to error and misidentification, the data collection process adds further bias to the raw data and the editing rules appear arbitrary. More importantly, there seem to be more secrets in Nielsen's processess than in a Dan Brown novel.

I do agree that it would be difficult to get any research published in a peer review journal based on conclusions drawn with respect to anything more than very broad audience behavior. The current C3 data, for example, is very problematic.

But the industry gets what it deserves. I don't think any of the networks have bought into new research technologies (other than Nielsen's derivative offerings) and station groups seem to complain no matter what happens. If they really wanted better research, they could go out and get it.