CIMM Enlarges Member Base, Creates Set-Top Analysis


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.



1 comment about "CIMM Enlarges Member Base, Creates Set-Top Analysis".
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  1. Mike Einstein from the Brothers Einstein, January 26, 2010 at 9:55 a.m.

    Let me get this straight: CIMM "...was started last year to promote innovation in audience measurement for television and cross-platform video.'

    No sooner do I see this in today's MediaDailyNews than I note in an adjacent article: Young-Bean Song, senior director at Microsoft Advertising Institute, says the online industry needs to adopt traditional performance metrics to make brands that traditionally advertise on television and radio feel more comfortable about moving advertising to the Web.

    My question is: Do the folks at CIMM (of which Microsoft is now a member) know Young-Bean Song?

    No, but if you'll hum a few bars I'll try to sing along.

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