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MRC Starts Rentrak Audit
In the US, the Media Rating Council (MRC) has begun auditing the two main ratings services of Rentrak Corporation, TV Essentials and StationView Essentials.
 MRC - whose remit is to ensure that audience measurement is valid, reliable, and effective across all media - including Internet, Out-of-Home, Print, Radio and Television, as well as cross-platform - uses an independent firm to verify compliance with its standards. Rentrak has completed a pre-audit and will now embark on the main process, on whose completion an MRC audit committee will review the findings to decide on whether to recommend accreditation.
Rentrak's TV ratings cover all US networks nationally and at a granular level for stations in all 210 media markets nationwide, on a daily basis, using information from more than twenty million televisions.
George W. Ivie, MRC's Executive Director and CEO, comments: 'This important step forward demonstrates Rentrak's commitment to transparency, and we look forward to completing the audit on a timely basis and, in so doing, help the industry better understand how new forms of data collection and projection are being used in television measurement.' Rentrak CEO Bill Livek said the process 'represents Rentrak's significant commitment to both transparency and product quality.'
Rentrak is headquartered in Portland, Oregon and is online at www.rentrak.com .
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