by Joe Mandese @mp_joemandese
Source: www.mediapost.com, April 2023
A year after putting it on “hiatus,” the Media Rating Council this morning announced it has revoked accreditation for Comscore’s Media Metrix service, which is the granddaddy of desktop digital audience measurement.
In a related move, the MRC said Comcscore’s companion Mobile Metrix would also remain unaccredited.
The MRC said it originally expected Comscore to “re-engage in the accreditation process within 12 months” when it was put on hiatus, which allows an accredited audience measurement service to temporarily step away from audits for up to two consecutive six-month periods in order to enable it to make improvements necessary to the accreditation process.
That hiatus was implemented on April 19, 2022, but the MRC said Comscore “recently informed” it and its Digital Committee that it would not be ready to resume an accreditation audit for Media Metrix within the required period.
It also informed the MRC that it would not be able to begin an audit of its companion Mobile Metrix service, which it had previously committed to submit in conjunction with a new Media Metrix audit.
“Comscore has indicated to MRC its current intention is to re-enter the accreditation process for both MMX and MoMX by early 2024,” the MRC stated in its announcement, noting that a current audit of still unaccredited Comscore’s TV audience measurement service has not been affected by the developments and its process is continuing.
In January 2016, Media Metrix became the first digital audience measurement service to be accredited by the MRC.
