• by Wayne Friedman , Staff Writer, March 1, 2010

When the first technical people got together to amass better analysis of set top box data for the new measurement group, Coalition for Innovation of Media Measurement, Jane Clarke, its managing director, said “everyone was speaking a different language”.

So Clarke says the group needed to established a new lexicon -- which isn’t quite finish. “It will be a living document. We are at 500 terms right now.” She says new companies will add to this.

For instance, there is “dwell time”, which is the amount of time someone spends on a channel, with a program, via a set top box. There is also something called “latency”, which is the slightly different time TV homes receive TV programming and commercial signals.

CIMM started last year with 14 members, which have now grown to 21.