Nielsen Adds MRC Accreditations for PPM Audio

In the US, Nielsen has gained MRC accreditation for monthly Average Quarter Hour Ratings in five more of its PPM Audio measurement markets. With the award lost in one market, San Francisco, the net gain is four and the total accredited is now 30 out of 48.

The five wins are Columbus, OH; Greensboro-Winston Salem-High Point, NC; Indianapolis, IN; Jacksonville, FL; and Salt Lake City-Ogden-Provo, UT.

George Ivie, Executive Director and CEO of the MRC (Media Rating Council), congratulated Nielsen on 'meeting the rigorous requirements necessary' in the five new areas, adding: 'This outcome evidences Nielsen's commitment to continuous improvement, and we look forward to continuing our work with Nielsen as it strives to meet the needs of the industry by ultimately earning MRC accreditation for all audio markets that are part of the PPM service'.

Nielsen says its continuous quality improvement program is focused across all markets, accredited and non-accredited, and that it will continue to work with the MRC to achieve and retain accreditation in all PPM markets.

Nielsen Audio MD Brad Kelly (pictured), a twenty-year-plus veteran of the company, comments: 'We are pleased to have achieved MRC accreditation in these additional markets. This demonstrates our continued commitment to quality for the industry's gold standard audio measurement and it helps enhance our clients' confidence in the currency'.

While the MRC board voted to remove accreditation of the San Francisco PPM Audio market, Nielsen says it 'stands behind' the estimates produced there and 'will continue to work with the MRC and clients to regain accreditation in this market'.

Nielsen says some 93% of US adults listen to radio every week - the greatest weekly reach of any medium. Web site: www.nielsen.com .