Nielsen to redo November TV ratings for Baton Rouge market

WBRZ-TV General Manager Rocky Daboval tells Daily Report the Nielsen Company will reissue the November ratings book for the Baton Rouge television market because of numerous discrepancies in the diaries participants used to record their viewing habits for the month. Nielsen executives informed Daboval late Wednesday they will issue a new set of ratings for the local market Feb. 15, he says. WBRZ executives examined sample diaries at Nielsen headquarters in Florida after the crucial ratings period had ended because of persistent concerns about the accuracy of the diaries, which are prone to human error. “Based on an abnormal amount of discrepancies that were discovered in examining the diaries, we asked Nielsen to reevaluate the data … and they have said they will reissue the book,” he says. Nielsen executives did not return calls for comment. Sandy Breland, general manager of WAFB-TV, which consistently leads local news ratings, says her station has no details on why the book is being re-issued, adding, “We had a great November book and I am confident we will be equally as pleased when the book is re-issued.” Ratings are critical for TV stations because they are used to set advertising rates. Nielsen continues to use the old-fashioned diary method for collecting ratings data in Baton Rouge and other small and midsized TV markets. The company uses more accurate digital meters in larger markets. —Stephanie Riegel