• by Jane Clarke , March 1, 2012

CIMM is taking a pro-active role in advancing new media nomenclature and processes with both its Lexicon(terms and definitions associated with Set-Top-Box data measurement) and Asset Identification Primer (glossary of asset terms). These documents form the basis of this column, which offers a common language for Set-Top-Box nomenclature that can expedite the roll-out of the data for its many industry applications.

There are often several ways to describe the same measurement metric in media-speak. A good example is Reach (or Cume), which can be reported as a percentage (or in thousands). Reach is the unduplicated expanse of your content or your message whether it is measured in homes, viewers or set-top boxes, and whether it is based on time or quantity. With STB data, reach can be calculated to the second-by-second level which may or may not be meaningful to programmers or advertisers. Time will tell.

Reach %

See also: Cume %

CIMM DEFINITION: The percentage of unduplicated homes, Set-Top Boxes  or viewers who have viewed or tuned at least once during a time period or program or any piece of content.

Reach (in thousands)

See also: Cume (in thousands)

CIMM DEFINITION: The total number of unduplicated homes, Set-Top Boxes  or viewers who have viewed or tuned at least once during a time period or program or any piece of content.

3:  The total number of people who have contacted at least once during a plan. An item is a daypart, program, spot. (Source: Kantar Media Audiences)

Cume %

See also: Reach

CIMM DEFINITION : The unduplicated number (in thousands) of Set-Top Boxes or households or individuals exposed at least once to a channel, program or commercial in the specified time frame expressed as a percentage. (Source: Kantar Media Audiences and TRA)

2 : See Total Item Reach % below. Reach can be calculated for a spot, program, episode, network, genre, or brand. (Source: TiVo)

Cume (in thousands)

See also: Reach

CIMM DEFINITION : The total accumulated number of Set-Top Boxes, households or individuals exposed at least once to a channel program or spot in the specified time frame expressed as a percentage of the designated universe. (Source: Kantar Media Audiences)

2: The number of unique projected In-Tab households who saw a given program, ad, half hour, etc., A household is counted as "having seen" if it was tuned to any second of the commercial (commercial cume / reach), or if it was tuned to at least six minutes of the program (program cume / reach). etc., (Source: TRA)

Please refer to the CIMM Lexicon online at http://www.cimm-us.org/lexicon.htm for additional information on these and other terms.