MRC Approves Nielsen's Digital in TV Ratings

Nielsen has gained Media Rating Council (MRC) accreditation for its inclusion of digital measurement in its TV ratings solution - known as Digital in TV Ratings. This is the first solution to receive MRC approval for TV audience measurement of programming viewed on desktop or mobile devices.

Digital in TV draws on Nielsen's Total Audience methodology, combining census-based data, demographics and panels to report audiences across National and Local People Meter markets. It provides a method for programmers to account for all viewers across devices, as long as the program content and commercials match the linear TV airing. Results are combined with traditional linear audience metrics to give cross-device C3/C7 and local average quarter hour measurement.

Nielsen says it will continue to work with the MRC to gain accreditation for other Nielsen Total Audience solutions, such as Digital Content Ratings, and confirms that it intends to seek accreditation for Total Content Ratings. Megan Clarken, Nielsen's President of Product Leadership, describes the MRC validation as a 'significant step' towards delivering Total Audience to the marketplace.

MRC Executive Director and CEO George Ivie (pictured) adds: 'We congratulate Nielsen for meeting the rigorous requirements necessary to earn MRC accreditation for Digital in TV Ratings. With this validation of its measurement of TV programming viewed on computers and mobile devices, Nielsen has taken an important step in its efforts to meet the needs of the marketplace to have a fuller view into the consumption of TV programming across platforms, regardless of how it is being consumed'.

Web sites: www.nielsen.com and www.mediaratingcouncil.org .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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