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The Media Rating Council has issued a draft cross-media standard for video that toughens rules for digital viewable impressions but also holds linear TV to new higher standards for commercial ratings.

The draft, which delivers on a long-sought industry goal, comes a year after the MRC issued a call for research on the subject, and a few months later than the original plan to issue the draft by the end of last year. The draft initiates a 60-day industry comment period, with a final version expected by the third quarter, the MRC said.

After nearly two years of industry speculation, the new standard toughens rules for viewable video impressions raising the standard to 100 percent of the ad in view, from the prior 50 percent, for at least two seconds.

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