From Europe to the Americas
Our Experience Applying the MRC Minimum Standards and the GGTAM Guidelines as Audit Benchmarks
George Ivie Media Rating Council Randy Pyle Ernst & Young LLP and Nick Terlizzi Ernst & Young LLP
INTRODUCTION
At the 1998 symposium in Vienna, Ernst & Young presented a paper that provided a framework for establishing an initial media research audit process based on experience assisting several Latin American markets (Ivie and Terlizzi, 1998). It discussed the formation of an audit committee made up of research users, execution of an audit, review of results,...