• by David Goetzl  @dgoetzl, September 28, 2012

Nielsen will work with the Coalition for Innovative Media Measurement on testing measurement options for digital video use, beginning with how best to track consumption in local markets. The effort will have CIMM involved with Nielsen’s mTAM (mobile television audience measurement) initiative.

Plans call for Nielsen and CIMM to “further develop and test different approaches to television audience measurement using both passive and active applications on mobile phones, tablets and through an online Web site, mirroring how individuals use technology throughout the day,” the organizations said.

“The multi-access-point approach allows people to enter information throughout their day on whichever type of device they choose or is readily at hand in the moment,” stated Michael Link, Nielsen’s chief methodologist. “In that way, we increase the number of people who can participate and expect to improve compliance to ensure we are capturing all of their viewing.”

Audrey Steele, a senior vice president in research and marketing at Fox, stated that there is a need to better gauge multi-platform consumption, notably in local markets, “where relatively small sample sizes can yield inconsistent results.”

Station groups Belo, Gannett and Hearst, which are trying to generate more revenues from online and mobile platforms, are CIMM members.