Nielsen Releases Progress Report on Task Force Recommendations

Nielsen Releases Progress Report on Task Force Recommendations

Company makes improvements in field operations, programs to reduce fault rates and diversity initiatives

NEW YORK, June 28 /PRNewswire/ -- Nielsen Media Research today released a Progress Report on its implementation of recommendations made by the Independent Task Force on Television Measurement in March 2005. The Progress Report summarizes Nielsen's work over the last three months in implementing a number of the Task Force recommendations, which include improvements in the areas of field operations, fault rates, corporate diversity, and communications with the communities affected by ratings.

Nielsen's president and chief executive officer, Susan D. Whiting, stated, "I am pleased with the progress we have already made on the Task Force's recommendations. My staff and I have spent a great deal of time reviewing the Task Force report and carefully considering every recommendation. We have found the report to be a very helpful resource as we continue to strive for absolute accuracy in measurement during this time of rapid change in both the television industry and its audiences."

Chair of the Task Force, The Honorable Cardiss Collins (D-Ret.), reviewed Nielsen's Progress Report and stated, "Nielsen has done a commendable job at moving forward with many of our recommendations. The Task Force appreciates Nielsen's attention to our report and believes that the company's implementation of our recommendations will lead to more accurate measurement of diverse racial and ethnic television viewers."

The 19-member Task Force worked for more than eight months to evaluate Nielsen's measurement of African-American, Hispanic/Latino and Asian-American audiences. The group submitted a report to Nielsen in March 2005 that included recommendations for improvement in Nielsen's measurement of minorities. The Task Force made recommendations in the areas of LPM sampling, field operations, fault rates, corporate diversity and communications.

Areas where Nielsen has made notable progress in implementing the Task Force recommendations include:

-- Fault Rates - In the past several months, the Company put into place
several programs to reduce fault rates, a number of which serve
specific recommendations made by the Task Force. These programs
include personal coaching, performance based incentives, proactive
phone line installation and field staffing increases. Also in response
to a recommendation made by the Task Force, Nielsen will publish a
quarterly report on its progress in reducing fault rates in LPM
markets.

-- Field Operations - The Task Force made suggestions for improving
Nielsen's field operations in order to better serve diverse sample
participants. These recommendations include translating written
materials to sample households in their preferred languages and
providing cultural training for field staff. In response, Nielsen has
translated all of its recruitment materials for sample households into
Spanish, developed key recruitment materials in Mandarin, Japanese, K
Korean, Vietnamese, and Tagalog, and is tailoring its introductory
video that is provided to new sample households for Asian audiences.
Nielsen also recently added several training procedures on cultural
sensitivity to its 10-week field training program and fully integrated
a training course on Asian culture.

-- Corporate Diversity - The Company has taken a number of steps towards
improving its diversity, as recommended by the Task Force. One
initiative is the creation of a Diversity Council, which is comprised
of Nielsen employees with diverse backgrounds and chaired by CEO Susan
Whiting. At the Council's first meeting in June, members began
drafting a diversity mission statement, goals and metrics and
determined a number of initiatives across the Company that the Council
will review. These initiatives are related to human capital,
leadership commitment and accountability, training and communications,
and supplier diversity, and will create a diversity mission statement,
goals and metrics. The Diversity Council will continue to meet on a
monthly basis.

Nielsen will continue to work with the MRC and its clients to implement the Task Force recommendations. The Company will also keep its clients, the public and all communities of interest fully informed of its progress. For a full list of Task Force recommendations and Nielsen's implementation steps thus far, please review Nielsen's Progress Report, which can be found at http://www.everyonecounts.tv/news/documents/0628_progressreport.pdf.

About Nielsen Media Research

Nielsen Media Research is the world's leading provider of television audience measurement and advertising information services. Nielsen Media Research is part of VNU Media Measurement & Information, a global leader in information services for the media and entertainment industries. For more information, please visit the VNU website at www.vnu.com

Contact: Jack Loftus 646-654-8360

Source: Nielsen Media Research

CONTACT: Jack Loftus for Nielsen Media Research, +1-646-654-8360

Web site: http://www.vnu.com/

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