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JOE MANDESE

Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.

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  • MRC Issues Finalized OOH Media Standard, This Phase Excludes Audiences by Joe Mandese (MediaDailyNews on 04/26/2024)

    @Barry Green: A) The MRC doesn't audit publishers, per se, though it does occassionally audit proprietary measurement services of some very big publishers who want to seek accreditation for grading their own homework.Publishers still are audited by other independent trade groups such as the Alliance of Audited Media.B) The MRC is not overpaid.Based on nonprofit tax filings to the Internal Revenue Service, the MRC's gross receipts were about $2.6 million in 2022 (the last year data is available for).By comparision, the gross receipts of comparable nonprofit trade groups are:Alliance of Audited Media: $16.6 millionGeopath: $14.4 millionIAB: $35.8 millionANA: $61.0 millionThe costs associated with conducting audits are the fees paid to their party auditors. Those fees are not paid to the MRC.It's 100% up to measurement services whether they seek MRC accreditation, conduct audits, etc. It is not compulsory, and many measurement services operate successfully without MRC accreditation. In fact, most of the "currencies" certified by the U.S. JIC currently are not accredited.AAM ($16.6 Million)Gross Receipts: ANA ($61 million)

  • MRC Issues Finalized OOH Media Standard, This Phase Excludes Audiences by Joe Mandese (MediaDailyNews on 04/26/2024)

    George Ivie: Thank you for the visceral marketplace example, and for explaining how phase 1 is a building block toward a workable common denominator.

  • MRC Issues Finalized OOH Media Standard, This Phase Excludes Audiences by Joe Mandese (MediaDailyNews on 04/26/2024)

    @Tony Jarvis: Do tell, what are the flaws?

  • Three -- Or Four -- Planning & Buying Issues Worth Arguing About by Joe Mandese (Planning & Buying Insider on 04/18/2024)

    @Ed Papazian: We're talking about two different things in this thread. I was only responding to your comments about universe estimates when I referred to your TV centricity, not to outcomes-based measurement. Apologies if that wasn't clear.But all your comments affirm the goal of my column, which was to see if these are planning & buying issues worth arguing fruitfully about.I'd love to know what others think.And I'd love to know if there are other issues you think would be worth arguing about at MediaPost's upcoming summit on the subject.

  • Three -- Or Four -- Planning & Buying Issues Worth Arguing About by Joe Mandese (Planning & Buying Insider on 04/18/2024)

    @Ed Papazian: I think you're missing the point, because you are thinking in a TV-centric way. The point is the industry would be shifting from a TV-centric -- or a digital-centric -- way of thinking about the media universe to one based on the actual population.Whatever the margins of difference might be vis a vis a medium's universe (including ones yet to come, ie. the metaverse, Web3, who knows what), the point is creating an indivdual persons-centric framework based on the population of people who use media.That is the goal of the new standards.Adding this link so you can see the MRC's crossmedia measurement standards framework:https://s3.amazonaws.com/media.mediapost.com/uploads/CrossMediaMeasurementStandards.pngThe point isn't to create a new crossmedia universe, but to shift from a media-centric framework to an individual persons framework.

  • Three -- Or Four -- Planning & Buying Issues Worth Arguing About by Joe Mandese (Planning & Buying Insider on 04/18/2024)

    @Ed Papazian: Historically, TV audience estimates were derived based on the percentage of total TV households that are viewing television during a given period (households using television % = household rating). Ditto for PUTs (persons using television) % = # of persons viewing TV.The new cross-media measurement standards call for real, individual people projected to the total U.S. population (or relevant geo), not TV or digital populations.

  • Kassan Out At MediaLink, Legal Actions Filed by Joe Mandese (MediaDailyNews on 03/13/2024)

    @Lily Robins: On the bright side, UTA spent a lot less for MediaLink than Ascential did:https://www.mediapost.com/publications/article/369505/ascential-sells-medialink-to-uta-for-125m-origin.html

  • MRC Accredits Comscore For Both National And Local TV Ratings by Joe Mandese (MediaDailyNews on 03/20/2024)

    @Andy Berman: This is what we reported: "for household and average audience estimates for both its national and local TV audience measurement services.*

  • Making A Lower Case by Joe Mandese (Red, White & Blog on 03/18/2024)

    @Kevin Killion: Let's hope they vote that way.

  • OOH Ad Demand Surges, Especially Among National Advertisers by Joe Mandese (MediaDailyNews on 03/11/2024)

    @John Grono and Ed Papazian: Guideline did not release totals, but based on other sources (GroupM for quick reference), out-of-home's baseline is a little more than John's allowance: $35 billion worldwide and $8 billion in the U.S.

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