Toledo Urban Twins Delisted For Ratings Tampering

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A pair of radio stations serving the African American community in northwest Ohio have disappeared from the most recent monthly ratings report for Toledo, the No. 105-ranked market as measured by Nielsen Audio.


Why? Ratings tampering seems to be the issue.

The stations that are no longer appearing in the September 2020 ratings report for Toledo are Glass City Radio-owned Adult R&B WIMX-FM “Mix 95.7” and Hip-Hop WJZE-FM “HOT 97.3.”

According to various media sources, a household of a Glass City Radio staff member obtained at least one Nielsen Audio diary, and then sent completed diaries to Nielsen Audio for processing in the September 2020 audience estimates report.

Clients were notified of the issue on November 12, with the questionable diaries removed prior to the release of the September ratings results.

In a statement, Nielsen explained that the diaries did not meet its quality standards. Any household members associated with a radio station may not participate in a Nielsen Audio ratings survey, a policy that dates to the former Arbitron.

Glass City Market President Mike Mori declined to comment on the matter when contacted by e-mail by RBR+TVBR.

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