DEMAND MORE FROM RESEARCH COMPANIES TRACKING TELEVISION AND RADIO AUDIENCES TO ENSURE ACCURATE RATINGS INFORMATION SAYS JON CURRIE, NOTED RESEARCH EXPERT, IN REMARKS TO OKLAHOMA BROADCASTERS ANNUAL CONVENTION

Broadcasters are urged to look more closely at the level of services provided by ratings and research suppliers by Jon Currie, media research expert.

OKLAHOMA CITY, OK., Feb. 23 - (PRNewswire) The delicate art of finding out who is watching specific television programs or listening to which radio station has never been more critical to success in the business of broadcasting.
And research, according to Jon Currie, general partner of Currie Jennings, a next generation national consumer media marketing and research firm, is both a blessing and curse" in a world in which competition between media is forcing 'traditional broadcasters to demand more from the companies which tally viewers and listeners.
Broadcasters must drill down deeper into Nielsen source data," Mr. Currie said in remarks today at the annual convention of the Oklahoma Broadcasters Association, in urging action to ensure that research companies fulfill their broken promises to the broadcast industry."
Mr. Currie, expert in the analysis of television station Nielsen ratings information, told the Oklahoma broadcasters there is a great deal of information already collected and much not yet being gathered that stations often dont know about-but which may directly affect their published audience ratings information, ability to secure true marketplace positioning and maximum advertising dollars."
You (broadcasters) must become more alert consumers of the audience tracking data that drives marketplace success and profitability," he said. You could be winning in specific areas and not know about it," Mr. Currie warned.
In addition, the Los Angeles-based researcher predicted even greater competition for audiences and profitability: "The way specific media forms are tracked, valued and packaged to advertisers is changing rapidly and radically," he said.
Mr. Currie challenged the broadcasters to be diligent in their oversight of crucial ratings and research information: What if your ratings tracking was incorrect or incomplete? What if there were ways to get your research supplier to more fully document audience trends?"
In his presentation entitled, 'RATINGS 101 -- Dissecting The Numbers, Mr. Currie urged greater interaction with suppliers of raw research data and heightened scrutiny of data collection methods. Without questions from you about marketplace practices, research companies will continue to provide only minimal coverage, analysis and response."

1.2   JON IN OKLAHAMA RELEASE -- DRAFT FOR REVIEW
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What hasnt changed are the competitive pressures between broadcasters and other media and your need to know how audience attitudes and awareness trends are changing," Mr. Currie said. Broadcasters deserve accurate and complete data."

About Currie Jennings

With offices in New York, Los Angeles and Tampa, Currie Jennings offers a universe of research capabilities centered on delivering unique operational expertise and guidance reports. The firm also has a broadcast-focused unit which provides advanced services, including Nielsen ratings reviews for individual stations, groups and networks (Client list available at: www.curriejennings.com). The company plans to open other regional locations soon.

Currie Jennings operates as a strategic partner with clients and provides significantly enhanced research capabilities. It offers a comprehensive range of data collection, including dial-based consumer measurement technologies. The companys senior research and marketing team produces behavioral, usage and preference information for media, consumer product and services companies as well as political and public issues management organizations.

The company specializes in decision science and its relevant implementation to enable profitability and marketing solutions. It offers advanced capabilities in support of broadcasters, advertisers and consumer product manufacturers, advertising agencies, media planners, new media and the motion-picture industry.

         
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CONTACT:

Henry Kavett
Media Information
CURRIE JENNINGS
(908) 771-0773
mediainfo@curriejennings.com

INTERNET: www.curriejennings.com