Nielsen Marketing continues old fashioned techniques to engage consumers

Nielsen keeps things old school

Nielsen Media is the company that gives the ratings of the top television shows and radio stations nationwide., During the mid-1980s I received an invitation in the mail to participate in the Nielsen Television ratings survey.

In decades past, when there were only three networks, ABC, NBC, and CBS the top 10 television shows would be printed in newspapers. The Internet has caused this practice to become outdated. In those days people looked forward to learning if their favorite shows were in the top.

I recorded the viewing habits of four family members and later they sent me four five dollar bills through the mail. Years later I received a Nielsen offer with $2.00 in an envelope.

I recorded what radio stations we listend to and sent it in. Once again I received $5.00 bills. I had thought that Nielsen like other companies was doing everything online by now. I was surprised about a month ago to receive an offer to participate with two onedollar bills in an envelope.

I was excited and my mind went back to the 1980s. I filled out the form and mailed it. Today I received a thank you note with a $5.00 bill. Some would say five dollars is nto much in todays economy but it meant a lot to me.

Seven dollars is seven dollars

The two one dollar bills and the five dollar bill represented truth because Nielsen Media kept their word. They did not scam me by getting me to do the work and not paying me. The money also let me know that every company has not gone digital.

It was nostagic to receive the five dollars and I was elated for another reason. Growing up my grandmother said if your left hand itched you were going to get some money.

This has happened to me on many occassions over the decades although not 100% of the time. This morning the palm of my left hand was strongly itching. I told my oldest son that I was going to get some money and was pleased that this time my itching hand paid off.

The Nielsen Media surveys are random so I feel special to have been chosen three times. I wonder how many people take the money and never do the surveys?

This might seem a bit old school or "vintage" in 2026, but there is a precise, scientific reason Nielsen still floods mailboxes with envelopes and crisp $2 bills. The rest of the world has moved to digital, but Nielsen continues using the mail to protect the "Gold Standard" of their data: the representative sample.

The reasons Nielsen avoids the digital word

"Digital Bias"

If Nielsen only used online surveys, they would only be measuring people who are online, tech-savvy, and likely to click on ads or email links. This would accidentally exclude a portion of the population.

Lower-income households that might have limited high-speed internet access.

Older demographics who may not use email as frequently.

Rural populations with less reliable digital connectivity.

By using the U.S. Postal Service, Nielsen can reach any physical address in the nation whichh ensures that their data reflects everyone—not just those who are "connected."

The $2 insentive:

Nielsen includes small amounts of cash (usually $2 or $5) in the initial mailer that serves two purposes. The first is the money is a thank you gift. The second is reciprocity.

Once you've taken their money, you feel a subconscious "social debt" to complete the five-minute survey. I can attest that this is true. Nielsen paying up front implies a seseof trust and I feel obligated to follow through and earn the funds.

The Power of the envelope

Digital surveys have a massive "trash" problem as it takes half a second to scroll past a pop-up or delete an email. A physical envelope, that feels like it has something inside, demands a few seconds of attention.

Recruitment

Nielsen uses these broad mailers to identify households that fit specific demographic gaps (e.g., "We need more Spanish-speaking families in Ohio"). If you respond to the mailer, you’re much more likely to be invited to become an official Nielsen Household, where they install hardware on your TV to track viewing habits more permanently.

Data Privacy and Trust

We live in a day of data breaches and phishing scams.Many are suspicious of clicking links in emails from "research companies." No one wants to be hacked.

An actual letter with official branding and a pre-paid return envelope often feels more legitimate to most people than a random digital invite. Now you know the details you might be more likely to open the envelope from Nielsen Media, and participate.