As Nielsen transitions today to a controversial method for modeling its national TV ratings, those ratings remain accredited, according to a statement issued by the industry’s ratings watchdog. While the statement from the Media Rating Council noted important items and questions “remain outstanding,” it affirmed that Nielsen’s national ratings will “remain accredited,” at least until early 2016 when it will “reevaluate the accreditation status.”
The mission of the Media Rating Council is to ensure media measurement services are valid, effective and reliable. This has proven to be quite a challenge for online, which has a lot more variables at play than traditional media such as radio and TV. Viewability, especially, has become a major concern. George Ivie, the MRC’s CEO, talks about the group’s most recent round of viewability testing and what’s next for the MRC to shed more light on this often-confusing issue.
The Media Rating Council is looking into the recent Nielsen glitch that inflated ratings to start the season. Here’s how it will go down. George Ivie, the executive director and CEO of the MRC, talks about how the investigation will be undertaken, what sort of consequences there might be and how this impacts public perception of Nielsen.
The Media Rating Council on Monday adopted a viewability metric, or “currency,” for online video ads that defines when viewable display impressions count. It’s the industry’s first attempt to address the problem of brands paying publishers for ads no one sees. While the industry generally welcomes the development, the fine print causes some concern.
The ratings service will get a comprehensive audit of its TV Essentials and StationView Essentials services by an independent CPA firm engaged by the MRC.
In Part I of TVNewsCheck‘s three-part special report on audience measurement, Media Ratings Council Chairman and Raycom Media chief researcher Billy McDowell discusses the state of local TV ratings and what’s being done to make them better. He also gives no ground in the battle over what measure should be used in local TV: live-plus-same-day is the only way to go.