Mexico's JIC Appoints RSMB, 3M3A for Ad Currency Audit

In Mexico, the Alliance for Quality Multimedia Measurement has appointed RSMB, in partnership with 3M3A, to undertake a comprehensive technical audit of the HR Media service providing the country's ad currency measurement.

The Alliance - Spanish name La Alianza para la Calidad de la Medición Multimedia or ACAM for short - is the newly formed Mexican Joint Industry Committee for video audience measurement, and selected HR Media in December as the country's official ratings supplier for the next two years, replacing longstanding provider Nielsen.

London-based RSMB is known for its work with RAJAR, Barb and the IPA on audience and cross-media measurement, media planning solutions and data integration. With the new Mexican contract, the company will carry out a methodological audit of HR Media's statistical, recruitment and data production processes, to ensure their compliance with ACAM's published operational and quality criteria.

Norway-based 3M3A, which was formed in 2015 primarily to assist stakeholders in the effective management and procurement of TV, radio and online audience measurement systems, will undertake panel home visits to validate in-field processes and data capture from metering technology.

Douglas Darfield (pictured), CEO of ACAM, says of the news: 'ACAM, the first Joint Industry Committee measurement service in Latin America, is incredibly excited to be able to bring the experience and deep understanding of what is needed to produce audience estimates of the highest quality possessed by RSMB to Mexico to ensure that the inaugural audit of the rating service operated for ACAM by HR Media will be thorough, informative and transparent'. RSMB's Commercial Director Ross Wightman says the firm is 'honoured to be entrusted by ACAM with this important audit', and adds: 'We look forward to working closely with ACAM, HR Media, and our fieldwork partners, 3M3A, to support the development of a measurement system that meets the highest international benchmarks'.

Web sites: www.rsmb.co.uk , www.3m3a.com , www.hrplus.com.mx and www.acamx.com .