Nielsen/NetRatings, is officially seeking accreditation for its audience measurement procedures from the Media Rating Council.
Nielsen claims to be the only online measurement organization to have applied for such accreditation from the MRC, a non-profit organization that typically weighs in on the credibility of traditional media research. Nielsen is owned by Mediaweek parent VNU.
Initially, two Nielsen//NetRatings panels will be evaluated: the NetView panel, which is recruited using Random Digital Dial methodology, and the MegaPanel, which is based on monitoring actual users Web surfing habits. The MRC will also examine the how Nielsen integrates its various sources of data.
With this move, Nielsen appears to be hoping that accreditation will provide some distinction in an arena that is crowded and lacking a true leader, as companies like comScore Media Metrix and Hitwise also vie for a position of authority in the minds of media planners. Nielsen has recently been working closely with the Interactive Advertising Bureau in developing measurement standards in the industry, including how often users delete cookies, and how that effects the validity of audience data.
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