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 rollout of the data for its many industry applications.
Continuing from last week’s discussion of frequency (Return Path Data Lexicon: Frequency) is an examination of terms regarding average frequency. It is interesting to note that because of datapoints such as trick play and connectivity in the return path, it will become possible to combine television behaviors such as viewership with interactive behaviors such as click-throughs. Set-Top-Box data can help expand the measurement of content, as we see in the following average frequency definitions:
See also: Reach & Frequency
CIMM DEFINITION: The average number of times a viewer or household was exposed to a piece of content -- whether program, network, ad or version -- during a specific time frame.
2: Number of impressions received by the average household reached. The average number of times a household tuned to any part of any airing of any ad in the campaign. The average percentage of unique households watching ANY program in which ANY of the measured advertisements occurred. (Source: TRA)
NOTE - How much of a piece of content does the viewer need to consume before counting as an "impression"? One second? Ten seconds? etc. This issue should be flagged on every definition for Frequency, Reach, and Impressions. (Source: TiVo)
Average Frequency Clicks
CIMM DEFINITION: The average number of times a STB, viewer or household clicked on (interacted with) a specific interactive enhancement during a specific timeframe. (Source: FourthWall Media)
Average Frequency Exposures
CIMM DEFINITION: The average number of times a STB, viewer or household was presented with a specific interactive enhancement during a specific timeframe. (Source: FourthWall Media)
Average Frequency Responses
CIMM DEFINITION : The average number of times a STB, viewer or household responded positively to an offer made in a specific interactive enhancement during a specific timeframe. (Source: FourthWall Media)
Please refer to the CIMM Lexicon online at http://www.cimm-us.org/lexicon.htm for additional information on these and other terms.