ACNielsen audits methods and counters ITV charges

Thailand's free television station, ITV, launched a public attack on ACNielsen in January, calling into question the research firm's methodologies and results. However, ITV consistently receives poor ratings from ACNielsen, despite its own research which it claims demonstrates the popularity of its programming, especially news and documentaries.

Forrest Didier, ACNielsen's Asia-Pacific managing director, said an internal, but independent, review of the TV audience measurement panel was conducted in February by the company's global chief of measurement science. The review found that the methodologies of the service were in full compliance with currently established service standards. "The service and information that we provide to our clients has been and continues to be the most accurate information available,

Didier said.

The audit addressed specific areas that ITV critcised, including the representation of the panel with respect to household income. In contrast to ITV's allegations that lower-level income households were disproportionately represented, the audit found that in fact the member panel was skewed slightly in favour of middle and high income households.

"This skewing is intentional. It's done at the request of clients to provide better information on more valuable households,

Didier said.

While giving the ratings service top marks, the review found that the clustering of household samples could be improved. He said changes to address this were being implemented, as were security measurements to provide tighter controls on panel member personal data to prevent futher "contamination".

Didier said the firm would be working closely with its clients, both agencies and broadcasters, including ITV, to review the findings in more detail.