Utusan Malaysia has launched a broadside against Nielsen Malaysia after the rating agency revealed abysmal readership numbers for the Umno-owned newspaper.

 

In the newspaper's Sunday edition Mingguan Malaysia today, it called Nielsen Malaysia a "joke".

 

"Nielsen's reputation has become a joke among some of the local media industry players, just like watching (comedy programme) 'Maharaja Lawak'," said Awang Selamat, the pseudonym the newspaper uses to express its editorial stance.

 

According to a Harian Metro report quoting Nielsen Malaysia's measurements last month, Utusan Malaysia's readership plunged from 636,000 to 563,000 between July 2013 to June 2014.

 

Utusan in its editorial column questioned Nielsen Malaysia's credibility, claiming that it was exposed to suspicion, manipulation and bias.

 

It also called the rating agency's methodology "outdated" and not reflective of the actual readership market.

 

"For example, some newspapers have higher circulations but yet are significantly lower in terms of readership," it said.

 

As such, the newspaper said it is no surprise why some media organisations have ceased using Nielsen Malaysia's services.