George Ivie

CEO & Executive Director MRC

George Ivie

George was appointed Executive Director and CEO of the Media Rating Council, Inc. (MRC) in January 2000. Mr. Ivie’s background includes almost 30 years of experience in auditing, evaluating and consulting for Media Research businesses, with a specialty in information technology. Prior to his appointment to Executive Director, George was Ernst & Young’s lead representative and advisor to the MRC, forming and leading a dedicated team that conducted all MRC audits and interacted with MRC management and member organizations.

George has a thorough knowledge of research best practices and methodology, data collection, information processing and editing operations, internal controls and reporting systems.

During 2004 and 2005, Mr. Ivie testified at two U.S. Senate hearings related to audience measurement of television and met with many congressional representatives (including numerous Senators, House Members and/or their staffs; the Black, Hispanic and Asian Caucuses; the Senate and House Commerce Committees, and the Senate and House Judiciary Committees) to discuss media measurement issues and the MRC’s Industry-oversight role. Mr. Ivie also participated in a Federal Trade Commission (FTC) review of MRC policies and procedures, including facilitating the Commission’s review of an example audit; this review culminated with a 2005 FTC letter, issued to Congress, which re-affirmed support for the MRC self-regulatory process.

Mr. Ivie also testified in front of the U.S. House Committee on Oversight and Government Reform in 2009 related to radio audience measurement, as well as met with numerous government officials and government bodies at the time. The Chairman of the U.S. House Committee also issued a letter re-affirming the MRC’s industry oversight function.

Research-Related Experience

Executive Director, CEO of Media Rating Council, Inc. effective January 1, 2000
Tripled the number of MRC member-organizations
Formed Digital, Out-Of-Home, and International Committees within MRC
Oversight of approximately 80 research-product accreditations per year
Managed MRC’s entry into electronic-delivery, data-integration, interactive and ad-serving accreditations

Former Partner Ernst & Young LLP, Tampa, Florida – Information Systems Assurance and Advisory Services Practice

Conducted audits/evaluations of measurement services including: Arbitron, BBM Canada, Birch Research Inc., IntelliQuest, IBOPE (several countries), IBOPE/AGB Mexico, J.D. Power and Associates, Kantar MARS, Mediafax Inc., Gfk Mediamark Research Inc., Ipsos Mendelsohn Media Research, Nielsen Media Research, Scarborough Research Corp., Simmons Market Research Bureau, Statistical Research Inc. RADAR, The Media Audit – most of these represent recurring audits and accreditation.

Initiating new audits currently of: Nielsen Cross-Platform Campaign Ratings, Rentrak TV and StationView Essentials and Nielsen Local TV Hybrid.

Led or assisted in development of several media-Industry standards related to advertising measurement, including:
Global Guidelines for Television Audience Measurement, Advertising Research Foundation
Live Testing Guidelines, Media Rating Council
Multichannel Digital Video Data Capture, Accumulation and Processing Guidelines, Media Rating Council/NCC Media
Electronic Delivery Standards, Media Rating Council
Fusion and Data Integration Guidelines, Advertising Research Foundation
Data Integration Guidelines, Media Rating Council
Ad-Serving Measurement Guidelines, Interactive Advertising Bureau
Broadband Measurement Guidelines, Interactive Advertising Bureau
Click Measurement Guidelines, Interactive Advertising Bureau
Audience Reach Guidelines, Interactive Advertising Bureau
Mobile Web Guidelines, Interactive Advertising Bureau/Mobile Marketing Association

Extensive general auditing and accounting background. Focused experience in information systems, information technology controls and e-business.

Other Information

B.S. and M.A., Accounting, University of Florida

Certified Public Accountant and Certified Information System Auditor (inactive status)

Board of Directors, Advertising Research Foundation

Member of the National Association of Broadcaster’s Committees on Local Television Audience Measurement (COLTAM) and Local Radio Audience Measurement (COLRAM)

Frequent Interaction with the Media Policy, Research, Local TV Research and Interactive Research Committees of the American Association of Advertising Agencies (4A’s)