ITVT is pleased to present a new episode of Televisionation: Curren¢y, our podcast devoted to measurement, data, audiences and more.
This episode features George Ivie, CEO and Executive Director of the Media Rating Council (MRC), a non-profit industry self-regulatory body that audits and accredits media measurement products and data sources for TV, as well as for digital, OOH, print, radio and cross-media products. In addition to providing an overview of the MRC’s work and goals, Ivie explains the relationships between the different types of measurement that the MRC oversees and why an accreditation process such as the organization offers is key to the advertising and television industries; discusses its relationships with organizations such as the US Joint Industry Committee (JIC), the ANA and the VAB; shares his thoughts on key companies in the measurement space; outlines the MRC’s future plans; and more.
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