In what appears to be an important milestone in the oversights of media audience measurement Susan Whiting, CEO of Nielsen Media Research, Thursday informed clients, "Nielsen fully supports" the Media
Rating Council's new "Voluntary Code of Conduct." The code, which Whiting said "should be finalized shortly," was conceived by the MRC to establish minimum standards of behavior for ratings services
seeking MRC accreditation. Nielsen had been holding out on agreeing to the code, negotiating with the MRC over its language, and refusing to agree to it until all other media ratings services
accredited by the MRC also agreed to it. -- Joe Mandese