Gale Metzger Testifies Before Senate Commerce Committee in Hearings on National TV Ratings

Gale Metzger Testifies Before Senate Commerce Committee in Hearings on National TV Ratings

Research Innovator Argues for Greater Attention to Quality Control, Methodological Research

MENLO PARK, Calif., July 28 /PRNewswire/ -- Gale D. Metzger, Senior Consultant to Knowledge Networks and a longtime innovator in media research, testified yesterday before the Senate Committee on Commerce, Science and Technology, as part of hearings on the FAIR Ratings Act. Stating that "good information helps markets work better," Metzger advocated a renewed focus on quality control and methodological research.

The FAIR (Fairness, Accuracy, Inclusivity, and Responsiveness in Ratings) Act -- introduced earlier this month -- seeks to "provide for the accuracy of television ratings services, and for other purposes." The bill requires that ratings services be accredited by the Media Ratings Council (MRC), a third- party entity.

In his testimony, Metzger drew on his experiences as an employee, then auditor, then co-leader of a potential competitor of the Nielsen Media Research national TV ratings service. His written testimony agreed that "all services providing marketplace currency [should] be accredited by the MRC"; while asserting that "a voluntary industry solution is the best one," Metzger said that "legislation may be the only way."

From 1969 to 2001, Metzger was President of Statistical Research, Inc. (SRI), which pioneered in the field of audience measurement, especially as it relates to media. In the 1990s, SRI was commissioned by over 30 advertisers, agencies, and media companies to create S*M*A*R*T (Systems for Measuring And Reporting Television), a TV ratings laboratory for the digital era.

In the 1970s, SRI created and trademarked the widely adopted techniques of Random Digit Dialing (RDD) and Computer Assisted Telephone Interviewing (CATI); and in 1972 it established the first ratings service for national network radio, RADAR(R) (Radio's All-Dimension Audience Research; now a division of Arbitron).

Knowledge Networks delivers quality you can use -- superior methodologies, design, and analysis that give you an edge when it comes to understanding consumers and making business decisions. KN's unmatched consumer research resources include the only projectable Web-based consumer panel. The company leverages its expertise in brands, media, advertising, and analytics to provide insights that speak directly to clients' most important marketing issues.

Source: Knowledge Networks

CONTACT: David Stanton, Vice President, Marketing Communications of
Knowledge Networks, +1-908-497-8040, or dstanton@knowledgenetworks.com

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

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