MRC renews accreditation of MRI syndicated measurement service

The Media Rating Council (MRC) Board of Directors has voted in favor of
granting continued accreditation of MRI’s national syndicated
measurement service.

On behalf of the industry, the MRC assures that audience measurement
services are valid, reliable, and effective. As part of its annual
accreditation process, the MRC conducts rigorous audits of MRI’s
methodology, fieldwork, analytics, and data handling systems.

A division of GfK, MRI has been accredited by MRC since 1998, affirming
its commitment to the highest quality research methods. Each year, MRI
conducts roughly 24,000 in-person interviews as part of the Survey of
the American Consumer®, capturing in-depth information on media choices,
attitudes, and consumption of over 6,500 products and services in nearly
600 categories.

“Since its founding, MRI has been investing in excellence, and the hard
work continues to pay off for our clients and the industry,” said Gregg
Lindner, Regional General Manager of GfK North America. “MRI has become
a symbol of quality for media planners, brand marketers, and even
academic researchers, and we are proud to have the MRC recognize the
reliability and consistency of our work.”

“As data sets are combined and analyzed in more complex ways, relying on
trusted data sources has become more important than ever,” said Anna
Welch, Managing Director of MRI. “MRI is the only measurement of its
kind to win MRC approval – a clear indication that our data can serve as
the foundation for sound decisions. When so much data is of uncertain
reliability and value, we continue to refine the methodically sound
research techniques that our clients have come to rely on.”

“We congratulate MRI on once again earning MRC accreditation,” said
George W. Ivie, CEO and Executive Director of the MRC. “Since it was
first accredited in 1998, MRI has consistently demonstrated an ongoing
commitment to high-quality research standards and rigorous execution,
the result of which is that it is now among the longest-tenured MRC
accredited measurement services in the marketplace.”

To merit continued MRC accreditation, MRI

• complies with the Council’s Minimum Standards for Media Rating
  Research;
• provides full and complete information to the Council regarding all
  details of its operation;
• conducts its measurement service substantially in accordance with
  representations to the subscribers and the Council; and
• submits to, and pays the cost of, thorough annual audits of accredited
  services by CPA firms engaged by the MRC.

About MRI

MRI’s focus on excellence has made it the leading provider of media and
consumer research in the United States. Its Survey of the American
Consumer® is used in the majority of US media and marketing plans and
has long been the industry standard for magazine audience ratings.
Through over 24,000 in-person interviews each year, MRI captures
in-depth information on consumer media choices, attitudes, and
consumption of products and services in nearly 600 categories.

For the past 20 years, MRI’s national study and reporting services have
been accredited by the MRC, which assures that audience measurement
services are valid, reliable, and effective. As part of its annual
accreditation process, the MRC conducts rigorous audits of MRI’s
methodology, fieldwork, analytics, and data handling systems. MRI is the
only service of its kind to maintain this exceptionally high level of
quality.

MRI is a division of GfK; to learn more, follow MRI on Twitter at
@GfKMRINews.

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