Procter & Gamble Co. has joined the Media Rating Council, becoming the
MRC's 65th member but its first consumer packaged-goods member.
The MRC is a nonprofit media-industry organization that audits
audience-measurement services to assure that their results are 'valid, reliable
Noting that its members include radio and TV broadcasters; cable, print,
Internet and print-media companies; ad agencies; and industry trade
associations, MRC executive director George Ivie said Monday in a prepared
statement, 'Advertisers like P&G should be part of our process.'
P&G North America manager of media research Donald Gloeckler said, 'We
hope to learn more about current issues in media measurement and, working with
our agency partners, lend our support in improving media-research