Nielsen Promotes Its Diverse Demographics | Adweek Nielsen Promotes Its Diverse Demographics | Adweek
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Nielsen Promotes Its Diverse Demographics

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CHICAGO Nielsen Media Research, which has come under fire from groups that question its measurement of minority audiences, is launching a campaign to tout its reach across all demographics.

Creative from Burrell Communications in Chicago, partly owned by Publicis Groupe, targets African American, Asian and Hispanic audiences. Print ads show adults of different ages and ethnicities together in an effort to show that Nielsen's research methods are inclusive. The campaign also includes radio and in-cinema advertising.

Nielsen is owned by Adweek parent VNU.

Univision, the Hispanic network, sued Nielsen last June in California, arguing that Nielsen's sampling and research methods produced inaccurate ratings for Spanish-language viewing. The lawsuit was dropped in November, as were motions against Univision by Nielsen.

Nielsen's use of local people meters to measure TV audiences also has provoked opposition media companies including Fox Television, as well as congressional scrutiny.

"While we've been actively working with various ethnic groups to ensure that our measurements fully and fairly represent all television viewers, we felt we could do more to inform people about what we do," said Susan D. Whiting, Nielsen Media Research president and CEO, in a statement.