• by Jane Clarke , October 27, 2011

CIMM is taking a pro-active role in advancing new media nomenclature and processes with both its Lexicon(terms and definitions associated with Set-Top Box data measurement) and Asset Identification Primer (glossary of asset terms). These documents form the basis of the Word-A-Week column, which offers a common language for Set-Top Box nomenclature that can expedite the rollout of the data for its many industry applications.

In the last couple of weeks we explored measurement terms that were common to both the current measurement marketplace and the STB and Addressable arenas. The advantages of STB data include the ability to create finer measurement metrics than average minute. Here are some examples of standard measurements that have been modified to reflect more granular STB language and measurement ability:

 Average Second Commercial Rating

See also: Rating

CIMM DEFINITION : The number of homes, STBs or people tuned to a commercial during the average second, expressed as a percentage of all homes, STBs or people within the sample or coverage area. (Source: Nielsen)

Average Second Rating

See also: Rating

CIMM DEFINITION : The number of homes, STBs or people tuned to a network or program during the average second expressed as a percentage of all homes, STBs or people within the sample or coverage area. (Source: Nielsen)

ASTabbrAverage Second Tuning

CIMM DEFINITION : The average second rating as it pertains to STB or household tuning. (Source: Nielsen)

NOTE – Tuning vs. Viewing? Tuning is a more accurate definition as there may or may not be someone viewing the TV. (Source: Visible World)

ASVabbrAverage Second Viewing

CIMM DEFINITION : The average second rating as it pertains to persons viewing. (Source: Nielsen)

Please refer to the CIMM Lexicon online at http://www.cimm-us.org/lexicon.htm for additional information on these and other terms.