Two major advertising trade groups—the American Association of Advertising Agencies and The Association of National Advertisers—issued statements today in support of the MRC and its mission of accrediting measurement companies. Both also stressed the importance of developing a single integrated cross-media measurement system.
The support came after the Media Rating Council suspended Nielsen’s accreditation after determining the ratings service undercounted viewers during the pandemic. That move prompted reaction in some quarters questioning the validity of MRC and its audit process.
“The 4A’s and the 4A’s Measurement Committee believe that the MRC is a key advertising and marketing industry keystone partner and must continue to play its necessary and agnostic role,” the 4As stated. “In turn, the advertising and marketing industry must continue supporting the MRC for their actions to hold measurement companies to consistent standards required by the industry.”
The group added that, “Industry collaboration is critical in creating new solutions for cross-media measurement. We have now moved beyond panels, and it is essential for all data owners to work together to standardize their data so that it can be used interoperably in an open architecture to offer deduplicated reach so advertisers and their agencies can understand the impact of cross-media campaigns.”
The ANA stated that “We fully support the MRC and its body of work. Although the MRC accreditation process and attendant rigor require time and resources, it is an indispensable organization. It is necessary to support and justify the billions of advertising dollars spent annually on paid media. Fiduciary transactions require accurate foundational measurement enabled by the MRC.”
The ANA underscored its belief in the urgent need to develop effective cross-media measurement, calling it “the most important measurement priority for marketers” and one that should “meet the principles of MRC accreditation.”
The group said the effort to develop a single integrated CMM solution should be led by a consortium of trade bodies that represent the various industry constituents… Making meaningful progress now requires a substantial commitment for real change accompanied by a significant pledge of resources to overcome the material barriers that have impeded past progress across the measurement ecosystem.”