Rep. Danny K. Davis, backed by Chicago city, county and state officials, addresses the Nielsen ratings controversy during a May 10 press conference. Photo: James Muhammad

Congressmen Danny Davis and Bobby Rush, both Chicago Democrats, led a group of 18 leaders representing the “Don’t Count Us Out” coalition in denouncing a plan by Nielsen Media Research to introduce Local People Meters (LPM) into the Chicago market as the means to survey television viewing habits.

Nielsen survey results are used to determine advertising rates for broadcasters.

The Black and Latino coalition charges that the new method undercounts minorities and will lead to diminished programming for Blacks and Latinos as a result of lower ratings, fewer outlets for minority producers and actors, and fewer opportunities for Black and Latino advertising agencies.

“Nielsen knows its system undercounts African Americans, but they are going ahead anyway,” said Rep. Davis, during the press conference in downtown Chicago. “Their decision demonstrates a great insensitivity and will perpetuate a great injustice. We do not intend to just sit along the sidelines and shrug our shoulders. We’re gong to make our voices heard.”

“This is just another example of the historic undercounting of minorities. Anything short of a fair and accurate reporting of all viewers is an absolute outrage,” charged Hispanic Alderman Danny Solis of the 25th Ward.

Nielsen officials argue that the LPM method will do exactly what the leaders are asking for—accurately survey viewing trends. In addition, Nielsen officials said the sampling of Black viewers will be doubled with the new system.

They also contend that the current opposition is fueled and financed by the FOX network and its affiliated UPN outlets, which showed a significant audience decline in its shows—particularly those aimed at Black audiences—under the new method.

In a news report in April, Reuters cited sources saying FOX executives had threatened to organize minority groups in opposition to Nielsen’s plan and launch a telemarketing campaign.

Gary Holmes, a Nielsen spokesman, said the “Don’t Count Us Out” coalition is working with people affiliated with News Corporation, the parent company of the FOX network.

“FOX is misleading people into thinking that Nielsen undercounts people of color when LPMs are actually more accurate and reliable measure of viewers,” he said, adding that Nielsen met with FOX officials and declined to delay the rollout.

Calls to News Corporation were not returned, but Rep. Davis said he would not be surprised if FOX is working with those in opposition to Nielsen.

“I’m not a fan of FOX, but sometimes you don’t have permanent friends and enemies, but permanent interests. If they’re with us on this issue, I say right on,” Rep. Davis said.

Nielsen currently uses a diary system to measure viewership in local markets, although People Meters are used to monitor some national television viewing. Nielsen maintains that the new technology is more accurate and will eliminate the need for “sweeps weeks” wherein networks use sensational programming and other gimmicks to increase audience size around the time diaries are to be turned in.

Changes noted in sample surveys in New York that showed a loss in audience for major Black-oriented shows like “One on One,” “Eve” and “The Parkers,” demonstrate that Blacks are surfing channels like other groups, Nielsen officials said.

“The industry has always felt that the diary method tended to overstate the viewing of major networks,” said Jack Loftus, senior vice president of Communications for Nielsen, in a telephone interview. “The meter system distributes the audience. When you see certain shows go down, you have to ask, ‘Where did the audience go?’ The good news is that cable stations will get ratings.”

Mr. Loftus said BET is an example of a network in the New York survey that showed a 100 percent increase in viewers because the diary system did not rate it.

New York officials blasted the New York survey and caused Nielsen to delay the rollout of LPMs in that market until June 3. Rep. Charles Rangel (D-N.Y.) and Nielsen entered an agreement to form a taskforce to ensure the method is accurate.

The “Don’t Count Us Out” coalition in Chicago displayed letters written by legislators to Nielsen CEO Susan Whiting, expressing doubts.

Nielsen intends to sample a total of 800 households in the Chicago market, with an August launch date. Meanwhile, Niel-sen officials plan to meet with community and political leaders to explain the new system.