CIMM Study Aims To Improve Use Of Smart TV Data In Measurement

by Karlene Lukovitz , April 3, 2023

The Coalition for Innovative Media Measurement (CIMM) is launching a study on how to improve use of smart TV automatic content recognition (ACR) data in TV measurement solutions.

Smart TV data -- which captures second-by-second viewer data in tens of millions of U.S. households -- is already used as an …

acr, audience measurement, connected tv, cross-device measurement, ctv, data, data management, media measurement, research, smart tvs, streaming, television

2 comments about "CIMM Study Aims To Improve Use Of Smart TV Data In Measurement".

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Ed Papazian from Media Dynamics Inc, April 3, 2023 at 12:02 p.m.
Let's hope that the committee explores ways to get "viewing" not set just set usage data from ACR set households as well as determining viewer behavior on old fashioned sets in the same homea and in non-ACR households. Are they all watching the same content to the same degree? Most ACR sets have "cameras" but can these be used to define attentiveness? Will their users agree to this invasion of privacy? Who will collect such data and turn it into valid, nationally representative, "audience" projections for TV time buyers and sellers to utilize? etc. etc.
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