MRC Thumbs Up for the ARF's TV Universe Estimates

In the US, the Media Rating Council (MRC) has granted initial accreditation to the ARF's DASH TV Universe Study, which provides comprehensive estimates of consumer television footprints across connections, services and devices.

The Study is a nationally projectable, syndicated enumeration study of consumer behavior in TV and digital media, analysing how US households connect to and consume TV, use video-capable digital devices, and interact with and share streaming media and ecommerce accounts. Fielded in partnership with polling firm NORC at the University of Chicago, the study is supported by measurement experts at DASH licensees.

George Ivie, CEO and executive Director of the MRC, states: 'Universe estimates are industry infrastructure, essential for calibrating viewership data and projecting audiences. DASH provides the industry with an unbiased enumeration standard. We believe this is an important foundational data set for the industry and appreciate the interest and cooperation of ARF DASH in seeking MRC accreditation to provide independent assessment of their compliance with our Standards.' Ivie says the Study will benefit television, digital, out of home and other media.

Scott McDonald (pictured), CEO and President of the ARF (Advertising Research Foundation), says the media industry 'has long needed an independent, rigorous and cost-efficient standard for universe estimation', adding: 'That's a gap the ARF was uniquely positioned to fill.'

The MRC, which currently audits around 110 research products, is online at www.mediaratingcouncil.org , while the ARF can be found at www.thearf.org .