Broadcasters Challenge Nielsen Digital 'Preparedness' Counts

Nielsen says some 5% of U.S. homes are still unprepared for the digital transition. In a surprise move, the National Association of Broadcasters issued a statement late Thursday contesting the accuracy of Nielsen's estimate, claiming it overstates the degree of unpreparedness among US TV viewers. "Nielsen's measure of 'complete' unreadiness is inflated, because it does not account for people who have not installed their converter boxes yet or those who have coupons but have not yet redeemed them," NAB Vice President for Digital Television Transition Jonathan Collegio asserted, adding, "Currently more than 10 million coupons are active but not yet redeemed, and NAB research shows that nearly 40 percent of converter box owners have yet to hook up their boxes. These viewers may be technically unready in the strictest sense, but they are not completely unready. To get a truly accurate snapshot of consumer readiness, the specific actions taken by these households should be acknowledged." A Nielsen spokesman countered the NAB assertion, noting, "Our readiness report does provide a snapshot of where we are right now, with whose ready and whose not."