Rentrak fails to secure MRC accreditation for ratings platform
DetailsMichelle Clancy | 24 March 2015
After a year-long audit of Rentrak's TV audience measurement methods, the Media Rating Council has declined to provide it with accreditation.
"The products were not sufficiently compliant with MRC's standards," the industry ratings watchdog said.
The MRC noted that a failure to pass is not unusual for a ratings system in its initial audit. While ratings services do not need to be accredited to be used as TV ad marketplace currency (Nielsen's local diary ratings are currently not accredited by the MRC), an accreditation gives users a higher degree of confidence.
A new audit is expected to take place before the end of this year. In the meantime, Rentrak said that it would take remediation steps recommended by the MRC
"The MRC believes that television return-path data from MVPDs, once adjusted and audience-attributed, can be a viable source for audience ratings presenting opportunities for enhanced granularity and stability," the MRC said in its statement.
Rentrak licenses its ratings to various TV network and station groups, and to ad agencies such as Horizon Media, Saatchi & Saatchi, Zenith Media and Starcom MediaVest Group.