Spanish media group Promotora de Informaciones SA (Prisa), said Friday it plans to take legal action against United States-based Nielsen Co. for downgrading unique user figures for the Web site of its newspaper, El Pais.
Prisa said in a statement it is calling for an independent audit of Nielsen's “procedures and audience metrics,” according to a Thompson Financial report.
Nielsen made the downgrade due to an advertisement for the site, which also appeared on other Web sites, according to Thomson Financial. The company decided the ad was wrongly counted as ElPais.com traffic.
A Nielsen spokesman would not comment further on the matter, BBC News reported.
Prisa has hired the Washington D.C. law firm Howrey LLP to take on the case.