Media Rating Council Releases Final Version of New Digital Audio Measurement Standards

 George W. Ivie

George W. Ivie

New York, NY (January 18, 2018): The Media Rating Council (MRC) today issued its Digital Audio Measurement Standards as final. This first-of-its-kind standard outlines measurement and reporting requirements for digital audio advertising and content in either browser or application environments that require a software-based audio player. The principles noted in these Standards apply to digital audio ads and content regardless of whether they are delivered through a digital audio streaming environment or through a progressive download approach, including podcasts.

The document was developed in collaboration with a large working group of organizations involved in the digital audio industry, including digital audio ad buyers and sellers, digital audio content distributors, measurement services and others. Notably, the Radio Advertising Bureau (RAB), the National Association of Broadcasters’ Committee on Local Radio Audience Measurement (COLRAM), and the Interactive Advertising Bureau (IAB) participated in the project working group and as sponsoring association partners. A preliminary draft of the standard was previously issued for public comment in June 2017.

“These new standards will advance the state of digital audio measurement, and make it more comparable with measurement of other media types,” said George W. Ivie [pictured], Executive Director and CEO of the MRC. He went on to add, “As measurers step forward to be audited and ultimately accredited against these standards, buyers of digital audio advertising will be able to gain assurance that the measurements on which they evaluate their digital ad investments—whether those ads appear in streaming audio, audio podcasts, or other relevant digital audio environments—serve as a true reflection of the exposure of these ads to audiences.” Download Full Press Release