S TAT I S T I C S F O R N I E L S E N T E L E V I S I O N R AT I N G S

NAME: JOB: COMPANY:

Peter Katsingris Vice President National Audience Insights, The Nielsen Company

eter Katsingris, Vice President of National Audience Insights at the Nielsen Company, provides insight on audience estimates and researches issues related to these estimates. Depending on the situation, different statistical approaches are used to dig deep into the data to determine what is occurring.

Q: Cite an example of how your data are used. A: Recently, ratings for a particular channel were increasing, without any apparent reason. A client from another channel came to us with concerns that this increase might be coming at the expense of their own programming. After lengthy research, we found that this was not the case. We discovered a correlation between the number of households with a particular viewing device and the ratings for that particular channel. As homes with this device increased, the ratings also increased. As the use of this device stabilizes, the ratings will tend to be more consistent. Q: In terms of statistics, what would you recommend
for prospective employees?

A: In my line of work, I would recommend an introductory course in statistics. Any additional training can be learned later on the job or through additional courses. Q: Do you recommend statistics
for todays college students?

Q: Is your use of probability and statistics increasing, decreasing, or remaining stable?

A: With all the changes occurring within the media industry, more questions arise about audience measurements, and it is very likely we will increase the amount of statistical analyses we conduct. Q: How critical do you find your
knowledge of statistics for performing your responsibilities?

A: Absolutely. A basic understanding of statistics is necessary in any job you might have. The use of statistics can help provide answers to many questions you might come across in life, whether it be in starting and running your own business, buying a home, or purchasing life insurance. I hope that students today keep a basic understanding of statistics with them. It will prove helpful, even though they might not know that now. Q: Which other skills are important for todays
college students?

A: Understanding statistical implications of data is extremely important in our research. Knowing why things happen and then explaining the results is crucial to us and our clients. I consider what I do to be similar to the scientific crime scene investigators we see on television. We use the data and statistical methods to determine the causes for the issues we face.

A: Being a math and statistics major, I feel I was lacking in the areas of writing and making presentations. I have certainly developed these over time, but having some experience while in college would definitely have been beneficial.

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