PETALING JAYA: The methodology employed by media research agency Nielsen Media Research (NMR) in collecting data is reliable as it is used worldwide, said Information Minister Datuk Seri Abdul Kadir Sheikh Fadzir.
It was important to have a competent and trustworthy media research firm as advertising depended heavily on the figures released for media agencies and owners of television, radio and newspapers, he said.
At first, I was a little worried as to whether the ratings from NMR could be trusted or not.
But this unit is under the biggest research company in the world, which has the experience of working in many countries which use AC Nielsen, and the ratings released are reliable and dependable, he said after visiting the NMR office at Menara MPPJ yesterday.
He said criticism levelled against the firm for its usage of a relatively small sampling size was unwarranted, as the formula used was utilised globally.
Abdul Kadir also expressed satisfaction at the latest NMR statistics on the television channel share for TV1 and TV2 from January to October this year, where TV1 increased its share from nine to 13% and TV2 from 22% to 23%.
The figures showed that the re-branding exercise for both government-owned channels launched in August was starting to bear fruit in drawing television audiences back to the channels, he said.