MRC Accreditation

The Media Rating Council (MRC), the industry group that audits and accredits media measurement services, has voted to grant accreditation to a range of Visible Measures’ metrics for digital video. The metrics include True Reach℠ Measurement, View Period, Engagement Score, and Completion Rate video metrics.

With MRC accreditation, Visible Measures’ video metrics are the first in the world to provide industry-approved paid, owned, and Earned Media measurement for online video advertising.


What MRC Accreditation Means

The MRC accreditation certifies that Visible Measures’ core methodology, metrics, and reports adhere to industry-accepted guidelines for digital measurement. Details below.


An Industry First

For the first time, consumers are actually choosing to watch, share, and evangelize video advertising. Brand marketers need a way to quantify the resulting Earned Media. Visible Measures’ video metrics are the first in the industry to provide visibility across paid, owned, and Earned Media performance that have been vetted, audited, and approved by the Media Rating Council.


The Accredited Metrics

True Reach

Visible Measures True Reach measurement reports the number of times a video campaign is viewed across hundreds of the web’s most trafficked sites. It allows advertisers and agencies to track the performance of their paid, owned, and Earned Media assets across the Web. True Reach accounts for clips uploaded by the brands and their agencies as well as clips driven directly by audiences.

View Period

View Period tracks each unique user’s video viewing experience, which can encompass several actions across multiple clips.

Engagement Score

The Engagement Score reflects the cumulative time all viewers spend with a particular video clip.

Completion Rate

The Completion Rate indicates how often viewers watch a specific clip to the end.

Visible Measures metrics not listed above have not been accredited by the MRC.


About the MRC

The MRC is a non-profit Industry association established in 1964 composed of leading television, radio, print and internet companies, as well as advertisers, advertising agencies and trade associations whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently approximately 70 research products are audited by the MRC. Additional information about MRC can be found at


Learn More

Check out the press release here.