NEWS21 March 2024

Comscore local and national TV reporting gets MRC backing

Media News North America

US – Media evaluation platform Comscore has been granted accreditation from the Media Rating Council (MRC) for its local and national television measurement.

TV studio

The accreditation covers all 210 local markets in the US and relates to Comscore’s Total Household Rating and Average Audience estimates in both its national and local TV Time Based Grid reports.

MRC accreditation signifies that Comscore’s methodologies and processes meet the organisation’s industry established standards, designed to ensure transparency and accountability in measurement.

Comscore said it 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 accredited by the MRC at this time.

Jon Carpenter, chief executive officer at Comscore, said: “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.

“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.”

George Ivie, executive director and chief executive at the MRC, added: “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.

“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.”