CIMM Children and Teen Measurement Project

June 22, 2015

CYNOPSISDIGITAL
06.22.15

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The Coalition for Innovative Media Measurement (CIMM) announced that mobile research and consumer analytics company RealityMine will undertake their Children and Teen Measurementproject. The aim is to take a comprehensive view of cross-platform, digital and mobile measurement of content and ads among children and teens ages two to 17. The initiative also includes TiVo Research TV viewership data. “For the first time, we’ll be able to look inside the new dynamics of cross-media usage of the entire family within a household, describe the total consumption behaviors of individuals and obtain a view of total viewership across platforms of individual programs,” said Jane Clarke, CEO and Managing Director for CIMM. Viacom, Disney,Turner Broadcasting are all CIMM partners.

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“It has never been more crucial for the industry to advance cross-platform measurement and television attribution, but this within itself cannot be achieved in silos. Instead, it requires a collective industry-wide commitment and CIMM is the conduit for which the industry can articulate their needs and steps required to decide a best path forward through collaborative, data-driven research.”

Bharad Ramesh Executive Director, Research & Investment AnalyticsGroupM

“…Research is everybody’s business now. There are so many eyeballs that aren’t being captured by existing measurement tools. We need to bring more people together and engage in identifying and testing solutions. That’s where CIMM comes in.”

Colleen Fahey RushEVP, Chief Research Officer, Paramount

“To bring the best in class cross-platform advertising technology to our clients, we need to ensure that the industry is developing it in a manner that best suits our needs. Our involvement with CIMM helps accomplish that.”

Kate SirkinEVP, Global Data Partnerships, Publicis Epsilon

CIMM Children and Teen Measurement Project

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