“If the government is successful in adding the citizenship question to the 2020 census, the census will contain flawed data that will have far-reaching consequences for U.S. commerce and media, retail and consumer packaged-goods businesses,” writes David Kenny, CEO, Nielsen.
Kenny adding this new question will mean “participation in the census will be suppressed, causing a significant under-count... Billions of dollars follow these counts.”
Nielsen filed a “friend of the court” brief with the Supreme Court supporting the exclusion of a citizenship question to the 2020 census.
Kenny says Nielsen relies on the U.S. census data, using it at a town-by-town, block-by-block level to determine the makeup of its measurement panels that include race, age, gender, socioeconomic class, and other characteristics.
He says it “allows us to project the ratings of a particular piece of video content, the market share of a beverage manufacturer, or what products to stock and where to site physical stores.”