A developing scandal involving Nielsen ratings is much wider that first thought, the measurement giant confirmed, and now includes a Univision Communications radio executive who is alleged to have manipulated ratings.
Last week, Nielsen sought to downplay the incident suggesting there was only one problematic household in the company’s audience pool.
However, the Univision radio executive, who has not been named, is alleged to have manipulated Nielsen’s rating system by posing as a member of its sample audience, according to news reports.
Univision, the nation’s largest Spanish-language media company, acknowledged that the executive who worked at its popular radio station KSCA-FM (101.9), has been terminated.
The breach means Nielsen ratings have been compromised for some time, disadvantaging radio stations that competed against Univision. As a consequence, the ratings giant was forced to postpone the release of ratings.
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