Key Comscore TV Measures Accredited by MRC

In the US, Comscore has been granted accreditation by the Media Rating Council (MRC) for the Total Household Rating and Average Audience estimates in both its national and local TV Time Based Grid reports. The award means Comscore is currently the only company accredited for its local TV measurement.

According to the company, it is also the only provider of accredited national measurement that leverages big data science and methodology, and the first TV measurement provider to be accredited in all 210 of the USA's local markets based on device tuning measurement.

The award follows a long process which included an independent audit conducted by a CPA firm engaged by the MRC, which was then reviewed by a committee comprised of representatives of MRC member organizations. At this moment, Comscore TV's estimates for households overlaid with age/gender demographic breaks and households with compositions are not yet accredited, and the company is continuing to work with the MRC to address this.

CEO Jon Carpenter (pictured) says the award is 'a banner moment' for the company, and adds: 'The insights we're now able to deliver, built on MRC accredited big data measurement, are a massive differentiator for Comscore amid rapid change in the market'.

George W. Ivie, Executive Director and CEO of the non-profit industry association, says Comscore is 'to be commended for the significant effort they have made over a number of years to put enhancements and upgrades into place in response to MRC feedback'. He adds: 'The commitment and dedication that the Comscore team has demonstrated has been exemplary and has led directly to the accreditation they've achieved today, a distinction which will benefit the industry as a whole'.

Web site: www.comscore.com .

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