In an unusual move, the Media Rating Council has withdrawn its accreditation for the Simmons National Consumer Study, including the Simmons National Hispanic Consumer Study. The accreditation had been in place since 2005; the MRC says its audit found "declines in service performance metrics," and that Simmons is taking steps to address the concerns.
The MRC's the decision was based on an independent audit of the 2012 Simmons National Consumer study; the audit was reviewed by an audit committee representing media, agencies, and advertising, and Simmons was given the opportunity to respond to the results.
MRC Exec. Director/CEO George Ivie said, "We are pleased that Simmons remained committed to the MRC accreditation process and that they are undertaking actions to address the audit matters. Simmons announced their intention to work closely with MRC, and we look forward to a time when accreditation of the Simmons National Consumer Study can be reinstated."
The quarterly Simmons study covers major media usage, consumer attitudes and opinions, and demographic and lifestyle information.
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