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New Ratings Code Requires 'Approval First'
In the US, the Media Ratings Council (MRC) has created a new code of conduct requiring audience ratings firms to obtain accreditation before launching a new measurement currency into the marketplace.
The code is voluntary and the major ratings firms - including Nielsen, Arbitron, Mediamark Research and Scarborough - have said they will sign up for it. However, it is possible that the new code will affect Arbitron's commercialization of its PPM ratings service, which while becoming currency in Philadelphia, in March failed to receive accreditation from the MRC.
The Department of Justice says that the proposed change is unlikely to harm competition, and confirms that a voluntary, 'pre-commercialization' audit and accreditation of audience measurement products (AMPs) benefits users by providing assurances that the products are valid, reliable and effective.
MRC's proposal affects only those AMPs that are widely used to determine the financial value of advertising. Under the code, only rating services seeking to replace one of their existing AMPs will need to obtain accreditation for the new product.
The MRC is a non-profit industry association with a diverse membership consisting of buyers and
sellers of advertising, including TV and radio broadcasters, cable-casters, print organizations, Internet organizations, ad agencies and industry trade associations. Web site: www.mediaratingcouncil.org .
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