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NetRatings Seeks MRC Accreditation for Online Measurement
Nielsen//NetRatings has become the first online audience measurement provider to apply for Media Rating Council (MRC) accreditation for its methods - throwing down the gauntlet for others in the industry. The Council currently accredits measurement systems for all other major media, including TV, radio and print.
NetRatings is seeking accreditation for two of its panels - the NetView panel, based on a Random Digital Dial (RDD) recruitment methodology, and the MegaPanel, comprised of hundreds of thousands of Internet users. The MRC will also examine the integration of data from NetRatings panels with server data, aimed at providing a single-source measurement of Internet users (see www.mrweb.com/drno/news4546.htm ).
Companies seeking MRC accreditation have to disclose methods to customers, comply with the MRC's minimum standards, and submit to MRC-designed audits. In addition, part of the Nielsen//NetRatings evaluation process will involve working with members of the MRC Internet Committee and the Interactive Advertising Bureau to ensure that MRC standards adequately address the challenges of online measurement.
George Ivie, CEO and Executive Director of the MRC says that NetRatings' 'commitment to transparency and working co-operatively with clients' represents a 'significant milestone for syndicated measurement of on-line media'. Gerard Broussard, Director of Media Analytics, mOne, announced that he is looking forward to NetRatings' MRC review as he expects it to 'help lift Internet research to the high quality research levels traditional media buyers and sellers expect'.
William Pulver, CEO and President of NetRatings says the Internet has 'matured to a point where MRC accreditation is critical for the industry'.
The MRC, a non-profit body comprised of TV, radio, print and Internet companies, as well as advertisers and agencies, is online at www.mrc.htsp.com . The Nielsen//NetRatings web site is at www.nielsen-netratings.com ..
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