Accreditation still matters. Especially in TV.
Today, Comscore announced new MRC accreditation for its household-level TV measurement covering “households with” metrics—household, age, and gender data—within its national and local TV Time-Based Grid reports.
This builds on Comscore’s previous MRC accreditation for its TV Time-Based Grid reports. Last year, the company received MRC accreditation for local and national Total Household Rating and Average Audience estimates within those reports.
Comscore is accredited by the MRC for both national TV and all 210 local markets.
Why This Matters:
In a challenging economic climate, measurement and advertiser confidence are closely linked. Comscore’s expanded accreditation—which includes “households with” age and gender demographics—gives advertisers and broadcasters a more detailed and reliable view of audience behavior. This, in turn, can keep ecosystem confidence up.
Additionally, as the TV industry shifts toward a multi-currency future, validating each new feature and capability—even from legacy players like Comscore—has become increasingly important. In that context, accredited measurement is a key differentiator.
Experts React:
According to George Ivie CEO and Executive Director of the MRC, “This recognition signifies this National and Local data adheres to MRC Standards and we look forward to our continued work with Comscore to expand the scope of accredited metrics.”
Our Take:
MRC accreditation is no easy feat—despite what some unaccredited critics might suggest. Comscore’s continued success with the MRC gives it a meaningful edge as the measurement wars heat up. (Nielsen has also been touting its MRC bonafides this year.)
We’re also in a transitional period where multiple accredited solutions can coexist and compete, changing how “currency” is defined in TV. That’s good but also sort of confusing for buyers.
