Nielsen Forms African American Advisory Council
By John Consoli
Nielsen Media Research has created a 12-member African American Advisory Council that will advice the company on issues involving sampling of African American TV viewers.
Nielsen in the past has come under fire for its African American ratings sample, with charges from some in the African American community that the service was undercounting African American viewers. UPN last TV season had some issues early on with Nielsen’s ratings of its ethnic sitcoms, which were scoring ratings much lower than the year before. The situation was ultimately corrected.
In forming this new advisory council, Sara Erichson, general manager of Nielsen’s National Services, said, “African Americans represent mroe than 13 million television households in the U.S ., representing 12 percent of all TV households. It is imperative that our insight into the viewing habits of this community begins with culturally sensitive recruitment strategies and outreach.”
Ken Smilke, president of Target Market News and a member of the new council, said, “Regardless of whether an African American resides in a rural or urban community, it is important that all of their viewing habits are accurately measured and reported. The Council can advise Nielsen on how to better reach African Americans and communicate a message of inclusion to the public.”
Vic Bulluck, executive director of the NAACP Hollywood Branch, and also a member of the new council, said, “There is an economic impact to understanding the household characteristics and viewing trends of African Americans. I hope to provide insight that will help Nielsen understand why the data the company provides should be able to meet the unique needs of industry leaders that specifically target the African American community.”
Last year, Nielsen created a similar advisory group, the Asian Pacific American Advisory Council.
Nielsen is owned by Mediaweek parent VNU.