Commentary: It is my turn now to play the ratings game
http://tri-statedefenderonline.com/articlelive/articles/3626/1/Commentary--It-is-my-turn-now-to-play-the-ratings-game/Page1.html
By Phyllis Fickling
Published on 03/10/2009
Have you ever participated in a Nielsen survey? Do you know what it is?
This is an issue that really affects the African-American community. I was aware that the Nielsen weekly broadcast research helps to determine who is watching television and which shows are most popular. This data, in turn, is used as a tool for advertisers wishing to market products to specific audiences. Broadcasters use it as well to help set advertising rates.
Still, in all my years, I have yet to meet someone who participated in the survey. When my favorite shows were cancelled because of low Nielsen ratings, I wondered who voted and why wasn’t I asked. I started my own “why did they cancel my show” campaign with many half-written letters and emails to the local stations that were never mailed.
Well, guess what? I finally got the call, the package, and the $30 cash to participate. Unfortunately, it came at a time when I don’t watch much TV. After three years of an “anti-noise” sabbatical, I finally signed up for basic cable in August of 2008 to keep up with the Obama factor. I threw the “big screen” out because it had been dying a slow death for two years and finally gave out a year ago. That left me with a 13” TV that was purchased in the 70s and a 20” that was given to me by friends who thought it was un-American not to have a TV in the bedroom.
So, now that I am fully equipped to tell Nielsen what I watch, I am at a loss. I now have to adjust my time and find something. It is an effort for me. Needless to say, I spend my time in front of the TV with my laptop. I feel like this is my last shot to save the programs for all African Americans.
I have been on lock-down since last Thursday recording everything on the TVs while they are on – it doesn’t mean that I am actually watching anything. I am in the fourth day (of a seven day survey), and I have watched more BET and Tyler Perry shows than anyone could imagine. (I’m taking one for the team!) What’s going to really throw this off is that I am a HUGE western fan, and there was a “Magnificent Seven” marathon on Friday and Saturday – I watched all of them up until Sunday morning! The western channel has got to stay.
This is how it works. It’s like Jenny Craig for TV where you have to record everything you take in. They sent a diary for each TV in the house. I don’t know why I did not get one of those meter devices – they seem to be much easier than keeping up with the diaries. I asked for four diaries although I only had two TVs at the time. By some stretch of my imagination, while I knew I did not watch enough TV to matter, I thought maybe I could share them with someone who cared. (I decided to keep it honest.) Basically, everyone in the house has to record what he or she watches on each TV. With the diaries, it is a cumbersome process. In my case, I have different levels of cable in each room; therefore, the channels are different. This makes it even more challenging.
I still wondered why I was selected – what difference does this make now and why was I really chosen? Well, I don’t know the answer to the second question, but I found some interesting information about the Nielsen Research team that might have influenced why I was asked and why some of you might get a call too.
It seems that Al Sharpton and Jesse Jackson worked behind the scenes (on opposing positions) with Nielsen’s CEO, Susan Whiting. This is what USA Today (March 2006) wrote,
“The latest drama comes just as Nielsen is recovering from last year's effort by Washington lawmakers to regulate the company.
A strange-bedfellow coalition that included News Corp. CEO Rupert Murdoch and the Rev. Al Sharpton supported a bill from Sen. Conrad Burns, R-Mont. It would have required an independent industry group to certify Nielsen's data collection methods before networks and advertisers could base deals on the numbers. Burns also asked the Federal Trade Commission to determine whether Nielsen was being run in the public interest.
The move grew from public criticism of Nielsen's response to charges that it was undercounting minorities in markets where it rolled out a new technology, local people meters, to replace its traditional handwritten viewing diaries in homes being surveyed.
Whiting beat back the political and public relations assault with help from allies including Jesse Jackson. The FTC said it found no evidence of deceptive or unfair practices.
Still, the battle showed Whiting that she couldn't continue with business as usual.
‘It was an unfortunate situation,’ Poltrack says. "And after the dust settled, she did a very good job of building bridges back to the clients."
So three years later, I get the call from Nielsen. I am thrilled to have this chance to make my opinions count.
The irony of it all is that, after watching an insane amount of TV for four days, I still have not missed much. It’s like watching a soap opera – no matter how many episodes you miss, you can always pick up where you left off – the characters and the plots are still the same.
I would like to hear from you. Please log on to our Web site, www.tristatedefender.com, and take the poll to let us know whether you have participated in a Nielsen survey and what you think about how you influence what’s on TV.
by Phyllis M. Fickling
pfickling@tri-statedefender.com
Have you ever participated in a Nielsen survey? Do you know what it is? This is an issue that really affects the African-American community. When my favorite shows were canceled because of low Nielsen ratings, I wondered who voted and why wasn’t I asked.
Have you ever participated in a Nielsen survey? Do you know what it is?
 |
| Phyllis Fickling |
This is an issue that really affects the African-American community. I was aware that the Nielsen weekly broadcast research helps to determine who is watching television and which shows are most popular. This data, in turn, is used as a tool for advertisers wishing to market products to specific audiences. Broadcasters use it as well to help set advertising rates.
Still, in all my years, I have yet to meet someone who participated in the survey. When my favorite shows were cancelled because of low Nielsen ratings, I wondered who voted and why wasn’t I asked. I started my own “why did they cancel my show” campaign with many half-written letters and emails to the local stations that were never mailed.
Well, guess what? I finally got the call, the package, and the $30 cash to participate. Unfortunately, it came at a time when I don’t watch much TV. After three years of an “anti-noise” sabbatical, I finally signed up for basic cable in August of 2008 to keep up with the Obama factor. I threw the “big screen” out because it had been dying a slow death for two years and finally gave out a year ago. That left me with a 13” TV that was purchased in the 70s and a 20” that was given to me by friends who thought it was un-American not to have a TV in the bedroom.
So, now that I am fully equipped to tell Nielsen what I watch, I am at a loss. I now have to adjust my time and find something. It is an effort for me. Needless to say, I spend my time in front of the TV with my laptop. I feel like this is my last shot to save the programs for all African Americans.
I have been on lock-down since last Thursday recording everything on the TVs while they are on – it doesn’t mean that I am actually watching anything. I am in the fourth day (of a seven day survey), and I have watched more BET and Tyler Perry shows than anyone could imagine. (I’m taking one for the team!) What’s going to really throw this off is that I am a HUGE western fan, and there was a “Magnificent Seven” marathon on Friday and Saturday – I watched all of them up until Sunday morning! The western channel has got to stay.
This is how it works. It’s like Jenny Craig for TV where you have to record everything you take in. They sent a diary for each TV in the house. I don’t know why I did not get one of those meter devices – they seem to be much easier than keeping up with the diaries. I asked for four diaries although I only had two TVs at the time. By some stretch of my imagination, while I knew I did not watch enough TV to matter, I thought maybe I could share them with someone who cared. (I decided to keep it honest.) Basically, everyone in the house has to record what he or she watches on each TV. With the diaries, it is a cumbersome process. In my case, I have different levels of cable in each room; therefore, the channels are different. This makes it even more challenging.
I still wondered why I was selected – what difference does this make now and why was I really chosen? Well, I don’t know the answer to the second question, but I found some interesting information about the Nielsen Research team that might have influenced why I was asked and why some of you might get a call too.
It seems that Al Sharpton and Jesse Jackson worked behind the scenes (on opposing positions) with Nielsen’s CEO, Susan Whiting. This is what USA Today (March 2006) wrote,
“The latest drama comes just as Nielsen is recovering from last year's effort by Washington lawmakers to regulate the company.
A strange-bedfellow coalition that included News Corp. CEO Rupert Murdoch and the Rev. Al Sharpton supported a bill from Sen. Conrad Burns, R-Mont. It would have required an independent industry group to certify Nielsen's data collection methods before networks and advertisers could base deals on the numbers. Burns also asked the Federal Trade Commission to determine whether Nielsen was being run in the public interest.
The move grew from public criticism of Nielsen's response to charges that it was undercounting minorities in markets where it rolled out a new technology, local people meters, to replace its traditional handwritten viewing diaries in homes being surveyed.
Whiting beat back the political and public relations assault with help from allies including Jesse Jackson. The FTC said it found no evidence of deceptive or unfair practices.
Still, the battle showed Whiting that she couldn't continue with business as usual.
‘It was an unfortunate situation,’ Poltrack says. "And after the dust settled, she did a very good job of building bridges back to the clients."
So three years later, I get the call from Nielsen. I am thrilled to have this chance to make my opinions count.
The irony of it all is that, after watching an insane amount of TV for four days, I still have not missed much. It’s like watching a soap opera – no matter how many episodes you miss, you can always pick up where you left off – the characters and the plots are still the same.
I would like to hear from you. Please log on to our Web site, www.tristatedefender.com, and take the poll to let us know whether you have participated in a Nielsen survey and what you think about how you influence what’s on TV.
by Phyllis M. Fickling
pfickling@tri-statedefender.com