The Media Rating Council (MRC) has voted to continue accrediting MRI-Simmons’ Survey of the American Consumer, a multimedia, lifestyle and product usage survey that remains the core media-planning source for many advertisers and agencies.
The vote follows an annual review of the service, including audits of MRI’s methodology, fieldwork, analytics and data handling systems.
The service, which launched in 1979, and has been accredited by the MRC since 1998. It utilizes an extensive questionnaire and in-depth, in-person interviews with about 24,000 Americans each year, covering media usage, as well as attitudes and usage of more than 6,500 products and services in nearly 600 categories.
The service was combined with Simmons Research, its chief rival over the years, in 2019 to form a joint venture now called MRI-Simmons.