Commentary

I Contain Plentitudes

Kudos to CIMM (the Advertising Research Foundation's Coalition for Innovative Media Measurement) for once again tackling the abundance of ad industry media-measurement options.

You may recall a column published here earlier this year about CIMM's "Funding Fiesta" study, which determined that the advertising marketplace can financially support two advertising …

1 comment about "I Contain Plentitudes".
Check to receive email when comments are posted.
  1. Ed Papazian from Media Dynamics Inc, March 5, 2026 at 12:02 p.m.

    Very interesting, Joe. 

    The problem with this kind of study, aside from questions about how respondents make their evaluations, is that it probably includes all sorts of "advertisers"---some mosly digital; others heavy into TV;some branding; others mainly direct response or sales promotional and many different product categories. Also the study, probably did not focus on the primary decision maker at most advertisers--the CEOs, for example---but took whatever it got, job function -wise--I'm only guessing on this point. So what you get is a Milligan's Stew of replies, going in many directions and it's hard to interpret the findings. 

    For example, 20% of the respondents cited attribution as the most important--but these can't be national TV advertisers referring to TV can they? And if you take "media performane", "media delivery"and "audience delivery" together, to mean "audience" then this is the dominant reply, while attentiveness barely shows up as a prime concern--despite all of the buzz about this very important metric. 

Next story loading loading..
About the Author

Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.

SPONSOR CONTENT

Discover Our Publications