Comscore Achieves Accreditation by the Media Rating Council (MRC) for National and Local TV Household-Level Measurement
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Insights
The accreditation of Comscore's TV measurement solutions by the Media Rating Council (MRC) represents a notable development in the media analytics industry. For advertisers and media companies, the reliability and accuracy of TV viewership data are paramount. The endorsement by MRC, an entity that sets industry standards for media measurement, signals to the market that Comscore's data meets rigorous quality criteria.
From a market research perspective, Comscore's unique positioning as the only accredited provider of 'big data' based local and national TV measurement could potentially reshape the competitive landscape. This accreditation may lead to increased business opportunities for Comscore, as clients look for certified and precise data analytics services. As media consumption continues to fragment across platforms, the demand for granular and accurate measurement that can capture the total audience is likely to grow, potentially benefiting Comscore's market share and revenue.
Comscore's MRC accreditation is a strategic milestone that could enhance its reputation and credibility within the media industry. For broadcasters and advertisers, the ability to measure audience engagement accurately is critical for optimizing advertising spend and content distribution strategies. Comscore's methodology, which incorporates 'big data' science, provides a more nuanced understanding of viewer habits and preferences.
The impact of this accreditation extends beyond immediate business implications. It sets a new standard for TV measurement companies, prompting competitors to innovate and improve their own measurement solutions to stay relevant. In the long term, this could lead to an overall advancement in the quality of TV ratings data, benefiting the entire ecosystem, from media buyers to content creators.
The announcement of MRC accreditation for Comscore's TV measurement services could have financial implications for the company. Accreditation may serve as a catalyst for stock performance, as investors often view such certifications as indicators of a company's market leadership and potential for growth. Comscore's ability to deliver accredited 'big data' analytics at both national and local levels might attract new clients and retain existing ones, favorably impacting future revenue streams.
However, it is essential to monitor how Comscore capitalizes on this accreditation. The company's success in converting this competitive advantage into tangible financial results, such as increased market share and revenue, will be important for investor confidence. Stakeholders should also consider the long-term sustainability of Comscore's competitive edge in an industry known for rapid technological advancements and shifting consumer behaviors.
Comscore is the only TV measurement solution for local and national TV leveraging big data in its MRC-accredited measurements
This outcome makes Comscore the only measurement company accredited for its local TV measurement, and the only accredited national measurement that leverages “big data” science and methodology. This also marks the first time a TV measurement provider has been accredited in all 210 measured local markets based on device tuning measurement.
Comscore TV’s accreditation was the culmination of a rigorous process that included an independent audit conducted by a CPA firm engaged by the MRC, and a review of the audit report by a committee comprised of MRC member organization representatives. MRC accreditation signifies that Comscore’s methodologies and processes meet the organization’s industry established standards, designed to ensure transparency and accountability in measurement.
Comscore continues to work with the MRC, as part of an ongoing review, on Comscore TV’s estimates for households overlaid with age/gender demographic breaks and households with compositions, which are not part of this announcement and are not accredited by the MRC at this time.
“Achieving MRC accreditation is a banner moment for Comscore, and positions us as the only accredited company for ‘big data’ reporting for both local TV and at the national level using the same methodology. It underscores Comscore’s dedication to delivering unparalleled data quality and reliability to our clients, setting new standards for measurement with national scale and local precision,” said Jon Carpenter, Chief Executive Officer, Comscore. "The insights we're now able to deliver, built on MRC accredited big data measurement, are a massive differentiator for Comscore amid rapid change in the market.”
"Comscore is to be commended for the significant effort they have made over a number of years to put enhancements and upgrades into place in response to our feedback,” said George W. Ivie, Executive Director and CEO, the Media Rating Council. "The commitment and dedication that the Comscore team has demonstrated has been exemplary and has led directly to the accreditation they’ve achieved today, a distinction which will benefit the industry as a whole.”
With MRC accreditation of Comscore’s TV measurement data, and the company’s robust collection of data assets across the advertising ecosystem, Comscore is uniquely positioned to deliver significant value for clients navigating the challenges and opportunities created amid rapid changes in media and advertising.
The Media Rating Council is a non-profit industry association established in 1963 comprised of leading television, radio, print and digital media companies, as well as advertisers, advertising agencies and trade associations, whose goal is to ensure measurement services that are valid, reliable and effective.
About Comscore
Comscore is a global, trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore empowers media buyers and sellers to quantify their multi-screen behavior and make meaningful business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement.
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Media:
Marie Scoutas
Comscore, Inc.
press@comscore.com
Source: Comscore, Inc.
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