TheCoalition for Innovative Media Measurement (CIMM) announced it is developing a guide to converged TV measurement providers in the United States.
CIMM is working with The Project X Institute and TVRev on the guide, which aims to provide profiles and objective comparisons of the capabilities and services offered by all industry players offering cross-platform TV and video audience measurement services, including all forms of linear and streaming across all devices.
“With the increase of streaming and viewing across connected platforms, new industry initiatives, buy-side demands for more comprehensive measurement and, of course, the growing range of providers, the pace of change at which the industry is now accelerating is rapid,” summed up Jane Clarke, who is retiring at year’s end as CIMM’s CEO and managing director, with Project X Institute Executive Director Jon Watts set to succeed her in the CIMM managing director role. “This has propelled the need for us to take a look at the key converged TV measurement providers and create an impartial guide to dispel any confusion that might exist across the industry.”
"This isn't meant as a contest to find some company that's 'doing it all'; it's meant to be a tool to understand the different pieces and methods out there and how they may be able to be put together," she added during a CIMM webinar today announcing the guide and discussing the status of converged TV audience measurement.
Information for the guide is being gathered via a request for information (RFI), followed by an assessment/vetting of responses by experts on the CIMM committee, and interviews with the participants.
"We may well encounter parts of methodologies that are considered proprietary and a company does not want to reveal," Watts acknowledged during the webinar. "We'll cross that bridge when we come to it."
Among the companies being researched: Nielsen, Comscore, iSpot.TV, Moat, 605, TVSquared and Videoamp.
Factors being assessed for the guide include what is being measured (such as content, advertising, video starts, time spent, reach, frequency); services, capabilities, differentiators; key clients and retained customers; key data sources for TV and digital video (such as set-top box, automatic content recognition, panels); which platforms and services are being measured and at what level; over-the-air measurement approach; data integration methodology; use of panels to assign “persons viewing”; ID resolution; and plans for managing future disruptions.
Findings from the initiative will be presented at the CIMM Summit on Feb. 16-17. The goal is to release the full guide by that time.
The guide will be available free of charge through the CIMM site and, according to CIMM, will be updated as needed over time.