CIMM Unveils Task Force To Fix 'Gap' Between Kids Media Use, Measurement

The Advertising Research Foundation's Coalition for Innovative Media Measurement (CIMM) this morning unveiled an industry task force that is examining what it describes as a "growing disconnect" between how children consume media and how the ad industry actually measures it.

"Children’s media consumption has shifted decisively into fragmented, platform-driven digital …

3 comments about "CIMM Unveils Task Force To Fix 'Gap' Between Kids Media Use, Measurement".
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  1. Ed Papazian from Media Dynamics Inc, July 15, 2026 at 12:56 p.m.

    Joe, it has always been recognized that measuring children's  TV "viewing" is almost impossible without the use of surrogates to report that the kids were "watching" something in a diary or to press their buttons for them under the people meter system. The younger you go--say, down to two-year-olds--- the worse the problem gets. So I wish the folks at CIMM luck--but who is going to fund whatever solution they come up with? The sellers? I'm not so sure about that. And how will the methodology be validated? The only way I can see this happening for TV at any rate is via an observational methodology. 

  2. Joshua Chasin from KnotSimpler replied, July 15, 2026 at 4:35 p.m.

    I'm going to go out on a limb and say, Disney and Warner Discovery.

  3. Ed Papazian from Media Dynamics Inc, July 16, 2026 at 8 a.m.

    One thing is fairly certain. If the major KidVid sellers get involved rest assured that the "solution"--whatever it is, will produce the largest possible  kid's "audience" numbers.

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