Rentrak says it has agreed to enter into an audit of its TV Essentials and StationView Essential audience measurement services with the Media Rating Council.
Rentrak's TV ratings service provides daily ratings for national networks and local stations based on data from 20 million television set-top boxes. That compares to the thousands of sample TV homes Nielsen uses to generate its ratings information.
The MRC sets standards for audience measurement for the media industry.
Rentrak says it has already undergone a pre-audit and will now begin a comprehensive audit of its services. The completed audit will be reviewed by an MRC audit committee, which ultimately will make a recommendation of the accreditation status of the Rentrak services.
Media buying agencies generally prefer to use MRC accredited services when they are spending their clients' money.
"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," Bill Livek, CEO of Rentrak, said in a statement.
"The MRC is excited to be working with Rentrak in this audit," said George Ivie, executive director and CEO of the MRC. "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."