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Nielsen Reviewing Policies After Univision Radio Firing

Nielsen is conducting “an immediate and aggressive review” of its policies following the disclosure that it had removed two households from its radio sample in Los Angeles, including one household connected to Univision Radio’s KSCA.

On Monday, Univision announced that it was firing an employee from the station after Nielson informed the company that it had discovered that one of its households was affiliated to KSCA.

Last week, Nielsen announced that it was delaying its May ratings and reviewing the April numbers for the Los Angeles radio market because of problems with its audience sample. It noted that it was removing a household because of “quality problems.” A second household, connected to KSCA, was discovered late last week.

“Both households had been installed for an extended period,” Nielsen said in a statement. “Nielsen will conduct an impact analysis extending back over the last year and will provide the market with this analysis.”

The May numbers were scheduled to be released on Tuesday, and the April revision on Thursday.

“We will be taking a number of actions to minimize the risk of recurrence and ensure users of Los Angeles ratings data are adequately and prominently notified,” Nielsen said. “Additionally, Nielsen will be implementing an immediate and aggressive review of our policies and procedures to protect integrity of our panels. We will be transparent with the industry and share our plans as quickly as possible.”

 

Univision said that it was “cooperating fully with Nielsen,” and that it terminated the employee after conducting its own investigation. The employee was not identified.

“A radio station employee being related to a Nielsen participant seriously undermines the industry and is unacceptable,” Jose Valle, president of Univision Radio, said in a statement.

The April ratings released in May showed a jump for KSCA in the morning drive time numbers for its show “El Bueno, La Mala y El Feo.”

 

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