MRC to audit Rentrak TV audience tools

An MRC audit committee will now embark on the audit process before making a recommendation on the accreditation status of the Rentrak services.

Rentrak CEO Bill Livek (pictured) said: “Rentrak is pleased to be working with the MRC to have our national and local TV services audited. This represents Rentrak’s significant commitment to both transparency and product quality.”

George Ivie, CEO at MRC, added: “This important step forward demonstrates Rentrak’s commitment to transparency, and we look forward to completing the audit on a timely basis and, in so doing, help the industry better understand how new forms of data collection and projection are being used in television measurement.”