Set-top Boxes May Underrepresent Minority Populations

Nielsen says set-top-box/return-path data coming from pay-TV providers and other sources can underrepresent certain viewer groups -- in particular Hispanic and African-American homes, compared to other household types. Compared with official US Census estimates and Nielsen’s representative national panel, these homes -- many coming from cable, satellite and telco platforms -- underrepresent Hispanics by 33%, Spanish-language dominant Hispanics by 49% and African Americans by 34%. Nielsen adds that when you compare set-top-box/return-path data homes with over-the-air/broadband only, the situation is even worse. Set-top-box data measurement under-represents Hispanics by 50%, Spanish-language dominant Hispanics by 68% and African Americans by 38%.