Sir, - Sean Mac Mathuna (July 22nd) made a number of errors when comparing viewing figures between TnG and RTE. The official figures he refers to are Nielsen ratings and not TAM (these no longer exist). The Nielsen ratings are designed to measure the viewing percentage of the country based on a sample of homes spread throughout Ireland. Because the sample is designed to represent the entire country it is incorrect to "re-adjust" the estimates based on a different and unknown target universe (i.e. Irish speakers) as Mr Mac Mathuna has done.According to Nieslen, for the period of January to May 1998 the top ranking programme on TnG was World Cup Gold on February 19th at 22:30; it rated 2 per cent of all individuals. This is nowhere near the 19 per cent suggested by Mr Mac Mathuna, very far below most of the programmes on RTE, and also not broadcast in Irish.In order to properly estimate the percentage of Irish speakers viewing TnG, the total Irish speaking universe must be established and then a statistically representative sample drawn up to estimate their viewing of TnG and other stations. If this is to be done can I suggest that this "potential core audience" fund the running cost of the station, rather than the taxpayers who fall outside this group. - Yours, etc., Tom Harper, Media AuditsAdvertising Consultants,
Park Road,
Dun Laoghaire,
Co Dublin.