After having its television audience measurement procedures audited for more than a year, the firm Rentrak has been denied accreditation by the industry ratings watchdog the Media Rating Council, MediaPost’s MediaDailyNews reports.
In a statement announcing that Rentrak had failed the audit of its systems for determining national and local TV ratings, the group said: “The products were not sufficiently compliant with MRC’s standards.” The announcement followed more than a year of “detailed analysis and evaluation,” the article notes.
“The MRC noted that it is not unusual for a complex ratings system not to pass its initial audit, and said Rentrak has indicated it plans to follow through on ‘remediation steps’ recommended by the MRC and would comply with a new audit that would be necessary for the MRC to reconsider accreditation of the services,” the story reports.
The MRC noted that it expects to do a new audit of Rentrak by the end of this year.
MediaPost notes: “The news follows a number of high-profile deals for Rentrak to license its ratings to TV network and station groups, and some big ad agencies such as Horizon Media, Saatchi & Saatchi, Zenith Media and Starcom MediaVest Group.”
The report notes that accreditation is not necessary for a ratings service to gain currency in the marketplace, citing Nielsen’s local diary ratings as a service that is not accredited by the MRC.