Arbitron Gets Thumbs Up From MRC In 5 Markets
Some good news and bad news for Arbitron from the Media Rating Council. About six months ago Arbitron was dropped by the MRC in five markets (Cleveland, Portland OR, Riverside-San Bernardino, Salt Lake City-Ogden-Provo, and Tampa-St. Petersburg-Clearwater). Yesterday, two of those markets were brought back into the good graces of the MRC (Tampa-St. Petersburg-Clearwater and Riverside-San Bernardino) and three new markets were accredited for the first time (Los Angeles, Baltimore, and San Antonio). The MRC voted to not grant accreditation for the 34 remaining PPM markets. (Pictured is MRC President George Ivie.)
In total, 14 markets can now display the MRC double checkmark logo for the radio average-quarter-hour monthly ratings data produced by the Portable People Meter radio ratings service. The MRC has also voted to continue accreditation in nine markets – Atlanta, Cincinnati, Houston, Kansas City, Milwaukee-Racine, Minneapolis-St. Paul, Philadelphia, Phoenix, and St. Louis.
The Media Rating Council is a non-profit industry association, established in 1964, composed of leading television, radio, print, and Internet companies, as well as advertisers, advertising agencies, and trade associations whose goal is to ensure measurement services that are valid, reliable, and effective. Measurement services desiring MRC accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently, approximately 70 research products are audited by the MRC. Additional information about the MRC can be found at http://www.mediaratingcouncil.org
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