Advertiser Members can learn of confidential audit findings through either direct participation in the MRC process or dialogue with Agency members.

·    MRC Confidentiality regulations prevent Agencies from sharing audit finding with non-MRC members

Advertisers and their Agency partners who both participate in the MRC can work together to formulate buyer oriented strategies on important measurement issues.

·   Formulate priorities for proposed research improvement initiatives

·    Assess alternative measurement solutions (e.g. Zero Cell Model)

·    Help guide more relevant solutions

Advertiser Members can request that their Agency partner represent their position in MRC meetings.

·    Agency Members can be officially recognized as representing a specific Advertiser

·    Agency Members can be a designated proxy on important voting matters

Advertiser Members may gain important insights on methods that are transported beyond traditional audience measurement research.

·    Arbitron PPM device utilized in Project Apollo

·    Telephone Center Operations employed for Custom Research

Advertisers obtain knowledge of audience measurement issues from an independent source.

·    Enhance understanding of measurement limitations impacting media plan performance (e.g. Audience variability, Zero Cell)

Advertisers may be more willing to support improvement initiatives.

·    A greater understanding of the issues may foster enhanced financial commitment