The Coalition for Innovative Media Measurement (CIMM) just announced two "proof-of-concept" pilot tests -- one with Arbitron and the other with comScore -- to measure "three-screen" users and their
behavior with content and advertising across television, Internet and mobile devices. CIMM claimed the tests would be the first to measure mobile Internet usage – including mobile video and apps
– in "single source" cross-platform studies. Arbitron will recruit a single sample of three-screen users from its panel of roughly 70,000 people who already carry one of Arbitron's portable
people meter devices, which passively measure what media people are exposed to throughout the day, both in-home and out-of-home. comScore will recruit a sample of three-screen users from a
25,000-person consumer research panel, which will collect online and mobile measurement using its technology and will subsequently combine it with digital set-top box viewing data, as well as
additional mobile Internet usage data from mobile server logs. "Aside from testing the methodologies, we're also hoping to gain deeper insights into the way that consumers are using media across
three-screens," stated CIMM Managing Director Jane Clarke. Both tests will develop "cross-platform metrics," such as unduplicated reach and frequency of media across screens.
Results are
expected to be available in the second half of 2011.
The announcement comes a day after Association of National Advertisers President Bob Liodice announced during the association's annual TV
and Everything Video Forum in New York that the ad industry plans to develop new measurement systems and metrics for planning, buying and evaluating video content across all the screens consumers view
them on.
