MRC

The Media Rating Council has also opened a 60-day public comment period on the standards

“We stand by our prior statements that the magnitude of the issue was very small for the majority of telecasts,” Nielsen said

The advertising group said “the most important measurement priority for marketers is a cross media measurement solution built to meet the principles of MRC accreditation”

The Video Advertising Bureau called the MRC decision “a loud change-or-die challenge” to Nielsen

Media Rating Council also voted to suspend accreditation of Nielsen’s Local People Meter and Set Meter Markets services; the changes will become effective in mid-September

In response to Nielsen’s MRC accreditation issues, the measurement company 605 says it is “a natural choice for those who are looking for a new television viewing measurement partner"

The Media Rating Council said problems with panels in Nielsen’s National Television measurement service predate the issues caused by the pandemic

Wants to concentrate on audits of its panels and the development of their Nielsen One service

Nielsen says it is has made progress in resolving problems created by the pandemic in local panels and that it is working with the MRC on the issue

Estimated total usage was understated by 2-6%, persons using TV by 1-5%