Televisionation–Swedlow Show–Measuring Trust: George Ivie on Neutrality, Standards & the Evolution of the MRC

October 5, 2025

I sat down with George Ivie on my “Swedlow Show” to talk about his 25-year tenure at the Media Rating Council (MRC), focusing on media measurement and standards.

I really enjoyed this conversation with George. He’s so articulate and insightful. Learned a lot.

Ivie explained MRC’s neutrality, with a team of seven, funded by $18,000 annual membership dues from 170 members.

He detailed MRC’s processes for balancing competing interests, including formal voting policies and informal guidelines.

Ivie discussed MRC’s collaboration with the ANA on standards like cross-media measurement and outcomes measurement.

He also touched on the challenges of identity modeling, co-viewing, and the importance of independent third-party measurement in maintaining consumer trust.

Hope you enjoy it!  — Tracy Swedlow