• by Joe Mandese  @mp_joemandese, January 22, 2025

The Media Rating Council (MRC) has completed an audit of Nielsen's national TV measurement service, including its augmentation with "Big Data" sources, as well as the integration of so-called "first-party" data, and said the service can now be "considered MRC accredited."

The statement was unusual in that it technically wasn't announcing the accreditation of a service, but an extension -- and expansion -- of accreditation for an ongoing service.

In fact, the process has been occurring in stages.

In November 2024, the MRC granted accreditation to Nielsen's method of utilizing first-party data from streaming services -- such as Amazon Prime Video's "Thursday Night Football" -- but continued to evaluate Nielsen's method of integrating it's national TV panel measurement with Big Data sources, such as set-top boxes, smart TV's and digital platforms, in order to create more stability, as well as more representation of television viewing sources in its audience ratings.

Nielsen said its "Big Data + panel national TV measurement" service currently combines data representing 45 million households and 75 million devices.

“MRC has completed and evaluated rigorous audits of Nielsen’s national service and its new components, including first party streaming (thus far consisting of select NFL games) and the integration of big data,” MRC CEO and Executive Director George Ivie said in a statement, adding, “We have now approved the integration of big data so this combined methodology can be considered MRC accredited.

"This effort marks the first time MRC has accredited a hybrid panel/big-data product inclusive of persons level estimates.” 

According to the fine print on the MRC's accreditation page, Nielsen's accreditation, however, currently excludes its dTVR -- or "digital television ratings" methodology -- as well as its "NHES" process, which measures digital advertising audiences and campaigns.