Nielsen Earns MRC 'First' for TAM Approval in Mexico

Nielsen has been granted Media Rating Council (MRC) accreditation for its Television Audience Measurement (TAM) service in 28 cities across Mexico, offered through its joint venture Nielsen IBOPE. This is the first MRC accreditation for a TAM service outside the US.

TAM provides information on ratings, reach, frequency and composition of audiences of broadcast channels. In the last two decades, this information, mainly available to TV broadcasters, media agencies and advertisers, has been used as a currency for the media and advertising industry in Mexico. MRC Executive Director and CEO George Ivie congratulated Nielsen, adding that the firm had strongly evidenced its commitment to continuous improvement of the service throughout the accreditation process.

This is the first international market for Nielsen Global Media, and Toni Petra (pictured), EVP of the division, commented: 'While we are thrilled to be able to say that Nielsen is the first MRC accredited solution outside of the United States, and certainly we put a lot of time and investment into this effort, we are even more excited about how this will help clients and the industry as a whole transact with a greater degree of rigor in this region.'

Web sites: www.nielsen.com , www.nielsenibope.com.mx and www.mediaratingcouncil.org .