Here are some of the things Currie Communications has achieved over the years:
First to actually make a business out of researching and consulting ratings. Make no mistake we invented this business. We were the first to actually go into Arbitron (remember them) and Nielsen and say, "Show me the diaries." Yes, us. Don't be fooled by cheap imitations.
Invented the concept of Fox-ification, and help launch the Fox network. While looking through thousands of diaries for what we used to call "third world indies," we realized that affiliates of the Big 3 networks would get diary ratings credit for news, syndication, or anything if diarykeepers wrote down ABC-10 News instead of WXXX-10 News, or NBC-6 Jeopardy, etc. in their ratings diaries. We politicked Arbitron and Nielsen for a year and got them to allow this for Fox stations as well. Thus the network and stations had a reason for affiliating beyond shows: IDENTITY and DIARY CREDIT. Yes, us!
Helped the UPN figure out its branding. And added the concept of UPN-ization to the lexicon.
Helped convert all former Gillett TV stations from CBS (and other affiliates) to FOX. Think it was easy getting viewers who tuned in for Dan Rather to watch Homer Simpson?
First to get Nielsen to oversample younger diaries in a market. Want younger diaries? We're the ones to call. Check it out, Raleigh-Durham was the first market to get this treatment for 18-34s, thanks to us for our client, NBC, WNCN.
Got Nielsen to change meter methodology--and target younger homes first. Yep, us.
Helped bring Nielsen meters Successesfully for clients into many markets. Including: Indianapolis, Tampa-St. Petersburg, Detroit, San Diego, Cleveland, Jacksonville, Nashville, Las Vegas, Raleigh-Durham, Columbus, and others. We're doing it right now in markets not listed here.
First to get Nielsen to modify meters in many markets. Such as San Diego, Hartford-New Haven, Indianapolis, Denver, Miami.
Identified many, many loopholes in Nielsen methodology in ethnic markets.
If you think what you know is all you need to know, then maybe you’d better NOT call us.
We actually have created DMAs. Like, Flagstaff for KNAZ. We plotted, planned and worked the system for 2 years to make Coconino County, AZ a DMA. Gannett got so nervous that they'd lose a county for their Phoenix station, they bought KNAZ and made it a satellite to stop the process.
We actually have folded DMAs. Remember Roswell? How about Farmington? Didn't think so. Well, we do--that's why they're not here anymore!
We'll never sell out like others. We mean we won't take money from the rating service like others do. Yeah, they play both sides from the middle. We sleep easier at night knowing we work only for you.
And before all this our founder, Jon Currie, did a few things like:
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