Nielsen undercounts kids PUTs by 30%: Turner Sales. (people-using-television peoplemeter)
Multichannel News, June, 1990 by Schatz, Eric
PEOPLEMETER PROBLEM PESTERS PROGRAMMER Nielsen Undercounts Kids PUTs by 30%: Turner Sales NEW YORK -- The furor surrounding A.C. Nielsen Co.'s national peoplemeter people-using-television (PUT) levels has not bypassed cable. According to Turner Sales Inc. research, there is a 25-30 percent shortfall in kids and teens PUT levels under the Nielsen Homevideo Index, compared with parallel PUT levels derived from the traditional diary sample.
Turner Sales senior vice president Lou LaTorre oversees ad sales for TBS SuperStation and Turner Network Television. The research, he said, has frustrated Turner Entertainment Networks. "We had to let go of the diaries for the peoplemeter data at the insistence of the ad agencies," he said. ...
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