MRC

A non-profit industry association in the United States that was established in the 1960s following the recommendations of the U.S. Congress. The primary goal of the MRC is to ensure that audience measurement services are valid, reliable, and effective.

The MRC sets ethical and operational standards for audience measurement by media research companies and accredits organizations that meet these standards. The MRC’s accreditation process is the gold standard for the media industry and includes audits of a company’s data collection and reporting methods.