Nielsen Media Research improves its data collection and reporting on TV viewing by minorities after criticism by Black media representatives.
Nielsen Media Research, the leading provider of television information services, improved its data collection and reporting on TV viewing by minorities. The improvements came after criticism by Black media representatives who alleged that Nielsen avoided predominantly Black areas, which minimized the potential impact Black American viewers could have on ratings. Byron E. Lewis, president of Uniworld Group Inc., a Black-owned advertising firm headquartered in New York City, said the problem affected Black Americans financially. He noted that advertisers who target Black audiences are less likely to advertise if the programs have low ratings. Nielsen expanded its monthly National Audience Demographic Report to include Black households and approximately 20 Black demographic categories. It also includes additional marketing information, such as market penetration estimates.