Final Version of MRC Standards Announced

The Media Rating Council  issued a final version of its Cross-Media Audience Measurement Standards, setting forth provisions to guide the measurement of video advertising and content delivered through television, OTT and digital, including both desktop and mobile, and produced in collaboration with an industry working group of more than 175 companies and supported by the ANA, 4As and the IAB, which are founding member associations of the Making Measurement Make Sense (3MS) initiative, as well as the Video Advertising Bureau. The final Standards come following a 60 day public comment period that began with issuance of a draft version of the Standards in March.

“With the release of these Standards, the industry now has clear path to produce cross platform metrics that will allow for greater analytical insights into video audiences, both within and across platforms, and to better facilitate cross platform advertising commerce,” noted George W. Ivie, Executive Director and CEO of the MRC.  “We believe this represents a major step forward, as well as a culmination of the 3MS initiative efforts that have led to it.”

Some of the provisions in the final Standards are:

  • Viewable Impressions: For combined deduplicated cross-media video measurement, a viewability qualification threshold of 100% of pixels on screen for at least two continuous seconds must be utilized for both digital and linear components. Viewable impressions are the minimum required qualifying measurement unit for cross-media advertising Reach, Frequency and GRP.
  • Sophisticated Invalid Traffic (SIVT) Filtration: Cross-media audience measurement must be based on filtration inclusive of General and Sophisticated Invalid Traffic (GIVT and SIVT, respectively).
  • Duration: For audience measurement of any kind, including cross-media, average Viewable Duration reporting (based on unduplicated viewable duration) is required, with viewable completion audience metrics also required in cross-media video measurement. The Standard provides for flexibility in duration reporting based upon criteria such as actual and quartile.
  • Consideration of Audio: Presence of audio must be considered in determining a Viewable Video Impression (and input into GRP) for cross-media video. Measurement organizations should separately report Viewable video duration that is also audible (non-mute or non-zero) where this can be measured.

 

Related Stories

08/07/20: NASCAR sets finish line

NASCAR sets finish line

  Friday August 7, 2020 NASCAR revealed the final installment of events in the revised 2020 schedule, including the full Playoffs schedule for all three national series. In the NASCAR Cup Series, all 10 playoff venues and dates will keep the original 2020 schedule, with the postseason kicking off at Darlington Raceway on Sept. 6 […]

08/06/20: Ren & Stimpy get a Comedy Central reboot

Ren & Stimpy get a Comedy Central reboot

  A Cynopsis Message From CROWN MEDIA FAMILY NETWORKS Hallmark Drama Is the Fastest Growing Network in All of Cable!   The Network Is Now in 42.5 Million Homes—Growing 46% Since June   Rich, Dramatic Content Under the Hallmark Brand Umbrella Hallmark Drama Is “Where Great Stories Come To Life.”Click here for […]

Cynopsis Jobs: 08/05/20

clads5

  DIR, BRAND MARKETING & STRATEGY PLANNINGNickelodeonNYC Seeking a group brand leader responsible for the development of mktg strategies in support of Nickelodeon and any of its related content and sub-brands. Min 7 yrs exp in consumer strategy, digital, marketing or media. Full info HERE Wednesday August 5, 2020 In light of […]

CynCity

Cynsiders

Instagram