The Coalition for Innovative Media Measurement added a couple of advertisers and station groups to its roster of members.
Station groups Gannett, Belo, and Hearst -- as well as marketers PepsiCo, ConAgra and Microsoft -- have joined CIMM. This expands CIMM's membership to 21 television companies, media agencies and advertisers.
CIMM also said it has established a common set of terms for analyzing set-top box measurement. It will soon begin testing the methodologies using test data from STB data providers.
"Upon review of the RFIs we collected last month, it is clear the industry needs a common language around set top box data," said Jane Clarke, Managing Director of CIMM, in a release. CIMM also announced that it has hired media research consultant Charlene Weisler to analyze all the RFIs received from the data and technology providers and is developing a draft set of terms.
Current CIMM members also include: AT&T, CBS Corporation, Carat USA, Discovery Communications, GroupM, Interpublic Group's Mediabrands, NBC Universal, News Corp., Omnicom Media Group, P&G, PepsiCo, Publicis Groupe, Time Warner, Unilever, Viacom and Walt Disney Co.
The organization was started last year to promote innovation in audience measurement for television and cross-platform video.