WASHINGTON, D.C. – The National Association of Broadcasters (NAB), with the support of the Committee on Local Television Audience Measurement (COLTAM), passed an important resolution regarding Nielsen's local television measurement methods. The resolution passed with unanimous support during the February 5th NAB Board of Directors regularly-scheduled winter board meeting in Washington, D.C. The resolution reads as follows:
Whereas: Nielsen has proposed releasing a new "hybrid" measurement later this year that would serve as "currency" for determining advertising rates in local broadcast television markets, and;
Whereas: Nielsen is also adding "broadband-only homes" into the local TV market samples, thus reducing the number of "traditional" TV homes in the Nielsen sample, and;
Whereas: The impact of both of these new measurements could understate actual viewership of local television stations, and;
Whereas: It is in the best interest of everyone to have the most accurate research measurement;
Therefore, the Committee on Local Television Audience Measurement (COLTAM) and the National Association of Broadcasters (NAB) Television Board of Directors resolves that:
- Nielsen delay implementation of hybrid measurement, methodology and technology until it can be fully tested in the marketplace, and
- Nielsen increase its sample size in local TV markets to make "broadband-only homes" additive to its samples beyond 2014.
The National Association of Broadcasters is the premier advocacy association for America's broadcasters. NAB advances radio and television interests in legislative, regulatory and public affairs. Through advocacy, education and innovation, NAB enables broadcasters to best serve their communities, strengthen their businesses and seize new opportunities in the digital age. Learn more at www.nab.org.
NAB's Committee on Local Television Audience Measurement (COLTAM) comprises broadcast industry research executives representing NAB member television stations and groups. COLTAM meets semi-annually to engage in constructive discussions with industry research suppliers and others who hold an interest in research services that are available to the local television industry. COLTAM also addresses important issues concerning the quality of research products and services that are available to local television stations.