Univision Manipulated Nielsen Ratings


h/t Gary Spina

Nielsen is investigating a ratings scandal in LA. There is evidence that a Univision executive has been manipulating the ratings. He had access to several Nielsen measurement devices called portable people meters.

Is this how Spanish language radio stations (and TV) compete for ratings and advertising dollars? As you know, the higher the ratings, the higher rates the stations can charge their advertisers.

If you are a non-Spanish speaking station, you are at a distinct disadvantage. If you are Univision, you rake in dollars fraudulently. Lovely…

Univision terminated the unnamed executive and claimed innocence.

“Nielsen recently reached out to inform us that a media-affiliated household had been identified in Los Angeles, and that it was connected to a Univision Radio employee from the KSCA station,” Jose Valle, president of Univision Radio, said in a statement.

Jose Valle

Jose Valle, Univision

“We commenced an investigation and took immediate action by terminating the employee based on our findings,” Valle said. “We are cooperating fully with Nielsen. A radio station employee being related to a Nielsen participant seriously undermines the industry and is unacceptable.”

The disclosures rocked Los Angeles’ radio community because the ratings manipulation apparently dates back at least a year.

Univision became the top-rated station over four others to the surprise of radio executives.

Read more at LA Times