The Coalition for Innovative Media Measurement (CIMM) has slightly modified its research plans, making digital set-top data its primary initial focus, and posting a new
"request for information" from potential research suppliers that could lead to the funding of multiple projects. CIMM, which is being backed by major
networks, advertisers and four major agency media units - Interpublic's Mediabrands, Omnicom Media Group, Publicis' Starcom MediaVest Group, and WPP's GroupM - said the revisions come after initial
meetings with five potential research suppliers: Nielsen Co., Rentrak, TiVo, TRA and TNS.
"The group's other area of focus - cross platform video measurement - will be addressed shortly," the
organizers said in a statement released to the press on Monday.
Following its meetings with potential research suppliers, CIMM said it is taking new approach that would "foster a collaborative
relationship with various data and technology providers to help identify and fund multiple projects."
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CIMM said the deadline for submitting information for its revised request is Dec. 4th.
Among the questions being asked in the request are ones that would define TV commercial advertising exposure:
* How do you determine what program or commercial is being played or watched at any
given moment: Please address for:
1. Live viewing
2. Delayed viewing
3. VOD viewing
* Are you reporting on all commercial and program activity that appears on air? If not, how
do you plan to do so in the future?
* How do you analyze and report on commercial vs. program data? Please include detail about pod, pod position, etc.
* Integrating and overlaying advertising
schedules:
1. Do you enable users to overlay advertising schedules on your data? If so, how? If not, why not? Do you anticipate offering this option in the future?
* Categorizing viewers by
media behavior:
1. What is your methodology for categorizing ad-skipping viewers by media behavior?
2. What is your methodology for categorizing non ad-skipping viewers?