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TV Industry Group Gives Nod to Comscore, VideoAmp in Audience-Measurement Skirmish
A joint industry committee of big U.S. TV providers has backed Comscore and VideoAmp for use in national ad deals this year
Discovery launched the so-called JIC in January of last year in a bid to vet and certify a dizzying array of audience-measurement technologies that have come to market in recent months. The companies’ certification lack a critical element — backing from the Media Research Council, an independent industry monitor that examines and scrutinizes audience-measurement technology. Comscore recently gained accreditation from the MRC for its national and local TV-audience measurement services for households and average audiences.
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