Comscore’s Demographic Measurement System Wins Accreditation From The Media Rating Council

Comscore said it has gained Media Rating Council accreditation for the way it uses big data to obtain demographic viewer data at the household level using big data.

The accreditation covers age and gender metrics at the nationals level as well as all 210 local television markets.

Last year, Comscore earned accreditation for its total households rating and average audience estimates for both local and national TV telecasts.

At a time when multiple measurement companies are looking to provide audience estimates for the TV and advertising industries, Comscore says it is the only provider to earn accreditation for both local and national ratings from the MRC, which certifies that measurement methodologies are sound.

Even though many marketers and ad buyers are looking at more sophisticated ways to target audiences, age and sex demographics remain an important basis for media planning and investment.

“We greatly appreciate the continued efforts and commitment by Comscore in the MRC accreditation process and congratulate Comscore on achieving accreditation of its household, age and gender ‘households with’ data,” said 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.”

Comscore TV’s accreditation came after a comprehensive and detailed process that included an independent audit conducted by the MRC’s CPA firm, with the oversight and eventual approval of the MRC’s board of directors.

This MRC accreditation reinforces Comscore’s leadership in big-data measurement and sets us apart in today’s evolving multi-currency TV landscape," said Jon Carpenter, Chief Executive Officer, Comscore. "By leveraging big data from the local level up, we’re delivering a unified, scalable measurement system that provides advertisers and broadcasters with consistent, geographically precise insights that they can rely on to run their business.”