Set-Top-Box Lexicon: Commercial Indices

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 this column, which offers a common language for Set-Top-Box nomenclature that can expedite the rollout of the data for its many industry applications.

Recent columns have examined commercials from several aspects: avoidance, retention, engagement and measurement. Rounding out this discussion is this week’s column on various commercial indices.

In fact, the three metrics described below are from four different measurement companies and they highlight the challenge we have in standardizing terms and definitions for use in STB data measurement. Which should be the preferred metric for industry use – the Commercial Rating Index (from TRA), the Commercial Tuning Index (from Nielsen) or the Commercial Viewership index (from Kantar and TiVo)?



CRIabbrCommercial Rating Index

CIMM DEFINITION : Index of the Household Average Second Rating of the Ad to the Average Second Rating of the Program. (Source: TRA)

CTIabbrCommercial Tuning Index

See also: Commercial Viewership Index

CIMM DEFINITION : Referenced by Nielsen as ratio of commercial rating to program rating available at spot level.

CVI abbr Commercial Viewership Index

CIMM DEFINITION : Represents spot retention relative to underlying program. Average spot rating % divided by average program rating% (including commercial seconds) expressed as an index. (Source: Kantar Media Audiences)

2: Ratio of commercial rating to program rating (indicating audience retention) available at spot level. Indicating how often they fast forward through or tuned away from advertising. (Source: TiVo)


Please refer to the CIMM Lexicon online at for additional information on these and other terms.

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