Jamey Tucker

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Cheating With the Numbers

July 30, 2005 by jameyt

This should be interesting to keep an eye on. A weatherman from WBRZ in Baton Rouge got a ratings diary from Nielsen prior to the May sweeps. Instead of notifying them that he was employed at one of the tv stations being rated…he filled it out.

Pat Shingleton admits to filling out the book. Station manager Nick Simonette from WAFB says he saw the book in question and it did weigh heavily toward WBRZ.

Nielsen is forced to reissue a new ratings book that includes a note that reflects the elimination of the household from the rating.

I wonder how many tv station managers have told their employees not to fill out a ratings book if they receive one in the mail? I’m sure Shingleton isn’t the first tv employee to receive a book. I did once, but didn’t fill it out. I also never remember a station manager instructing me or anyone else to resist the temptation to screw with the numbers.

It doesn’t sound as if Shingleton will be disciplined. WBRZ President Richard Manship said it’s an internal matter but that “I have bigger fish to fry.”

I’m sure he regrets it happened. Not that he has a weatherman filling out Nielsen diaries that would influence the numbers. He just hates he got caught.

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Filed Under: Misc.

Comments

  1. mike says

    July 30, 2005 at 6:15 am

    I got on of those Nielsen things once and mailed it back. They called me and asked why. I said I don’t watch much television. They actually said that was precisely the reason I should, to get the minority viewers counted. Sheesh….

  2. Bearded Joe says

    July 30, 2005 at 12:25 pm

    When I worked in Cape GarageDoor (Cape Girardeau) at KFVS I was contacted by one of the ratings groups and asked to participate in the survey. I declined. I think the request came around the time I was preparing to move to Florida. Since moving to Memphis, my wife has been contacted and I think my mother-in-law was contacted by Nielsen as well. Both declined. It seems like it’s harder to find people who HAVEN’T been contacted about participating in the surveys.
    And here is an aside to Anonymous3 who wanted to find out what I’ve been up to since December. I do not have a blog at this point and while I’m happy to discuss what’s going on in my life, you would have to contact me by phone to get that information. That would blow your anonymity (at least with me)and I’m sure you don’t want that.
    Give my regards to anyone who might care.

  3. wiley coyote says

    August 1, 2005 at 4:03 pm

    I’ve been called before, but the caller always asks if I or anyone else in the household works for the media in any capacity. When I inform the caller that a member of our family does indeed work for local media, I’m automatically excluded from the survey.

    In fact, I’ve found this quite helpful in cases where other public opinion pollsters call to get my opinion on anything. Before they even get started with the script, I politely interrupt them by saying, “Let me tell you first that someone in this household works for the media.” That ends the call right there. It saves me a LOT of time answering questions on the phone. And since it’s true, I don’t feel bad about declining to participate.

  4. Bearded Joe says

    August 1, 2005 at 7:24 pm

    Mr. Coyote,
    I’m glad to know someone besides my wife actually tuned in. Thanks for the kind words.
    Regards

  5. Roadrunner says

    August 2, 2005 at 2:57 am

    Beep! Beep! Those kind words are all about . . . timing! I’m ready to do the Friday Finger Dance already and it’s only Monday!!!! Ugggg!!! Wonder if Bubba misses his sidekick?????

    Well, gotta go buy me an anvil from Acme for my friend Wiley.

    Beep! Beep!

  6. Weaver says

    August 5, 2005 at 1:08 am

    We have a notice on the wall at work near all the other must post materials. But, while I worked at another FCC licensed TV Station BEFORE the one I am previously at, one of the assignment desk employee’s mothers had a diary. I don’t believe the employee lived with mom. IT DIDN’T HELP THEIR NUMBERS. (See lenslinger post about that station now.)

  7. Weaver says

    August 5, 2005 at 1:09 am

    BTW, I’ve been contacted and I’ve declined. Recently.

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