CLIENT NOTICE: Nielsen Sampling Validation in Severe Weather Markets; Birmingham May, 2011 Data Will Not Be Released
DATE: July 11, 2011
This updates our earlier advisories to provide the final resolution of Nielsen’s investigation of its samples in Midwestern and Southern markets that suffered significant storm damage during the spring. Data from the May, 2011 sweep in Birmingham will NOT be released as both household meter and diary samples did not meet quality assurance standards. To recap, following outlines the final resolution for all markets investigated:
- Memphis – Released Saturday, June 18
- Birmingham – Data withheld from release due to sample quality issues.
- Huntsville-Decatur – Released Friday, June 24
- Chattanooga – Released Wednesday, June 22
- Montgomery-Selma – Released Friday, June 24
- Meridian – Released Friday, June 24
- Jackson, MS – Released Friday, June 24
- Joplin, MO – Released Thursday, June 16
Nielsen evaluated sample sizes and distribution across each market to assure the data they collected met established quality assurance tests. As shown above, save for Birmingham, no other data was withheld from release.
Given the lack of May ratings data, buyers must formulate alternative approaches to assess post-performance delivery. MMI will accept overrides in Birmingham to accommodate this. Agencies may wish to consider leveraging the following data to estimate actual delivery of 2nd quarter (April-June) buys in the market:
- February, 2011 Birmingham ratings (demo and HH).
- April and June, 2011 Birmingham overnights/weeklies. Of note, Nielsen has not provided any indication of June data availability but is actively working the market to assure timely sample recovery.
- Adjacent meter/diary markets (Memphis, Knoxville and Nashville are all set-meter/diary-measured) may offer the potential for insights into household and/or demo skews applicable, particularly given numerous May finales.
MMI will consult with audited agencies to review procedures for addressing the missing May data. Meanwhile, clients should be advised that this will likely impact how actionable audit results will be for the market/quarter.
Please don’t hesitate to call your MMI team if you have any questions.
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