Nielsen Wednesday began informing advertisers, agencies and television networks that rely on its national TV ratings that a significant number of people don't use its so-called "people meter" system properly. In fact, new data being released by Nielsen shows that the more people that are present in those TV ratings households, the more likely it is that they are not reporting their viewing accurately, and that the overall affect has been understating the national TV ratings by about 8%.
Nielsen did not release information showing what the effect was on specific TV outlets, programs or dayparts, and the average is the net result of people who both overstate and understate their viewing either by pushing people meter buttons when they are not actually watching TV, or by forgetting to push them when the are watching.
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