NEW YORK, NY – March 13, 2012 – The Coalition for Innovative Media Measurement (CIMM) today announced that Univision Communications has joined the industry alliance. CIMM members include television content providers, media agencies and advertisers that are working together to identify new and more effective methods to measure audiences and the impact of advertising across multiple platforms.
“We are pleased to join CIMM and its members in what is truly a collaborative effort to solve for urgent measurement problems impacting all media today and contribute to the efforts to help foster change,” said Elizabeth Ellers, Executive Vice President, Corporate Research, Univision Communications Inc.
Jane Clarke, Managing Director for CIMM, said, “Univision shares our vision for audience measurement and is a welcomed addition to CIMM. They join an industry alliance that is steadfast in its commitment to replace the multitude of ineffective, make-shift processes that many must rely on in an attempt to measure and monetize fragmented audiences. CIMM believes that the most viable and enduring solutions are ones that the industry arrives at together. We’ve already helped successfully shepherd media planning and measurement tools through to the pilot testing and launch phases and remain hard at work on a number of other promising initiatives that we plan to introduce later this year.”
CIMM now has 22 active members.
Last month CIMM hosted the “Cross-Platform Video Measurement Summit” in conjunction with the Association of National Advertisers (ANA), American Association of Advertising Agencies (4A’s) and the Advertising Research Foundation (ARF), which focused on the increased urgency for collaboration to solve the growing cross-platform measurement challenges facing the media industry. More than 300 executives from leading advertising agencies, media companies, brands, and networks were in attendance to learn more about the issues that buyers and sellers face and, importantly, the exciting pipeline of initiatives that CIMM is helping to cultivate which could solve for these challenges. Several of the presentations as well as a video recording of the Summit are available here or by visiting www.cimm-us.org.
The Coalition for Innovative Media Measurement (CIMM) was founded by several leading television content providers, media agencies and advertisers to promote innovation in audience measurement for television and cross-platform video. CIMM will explore and identify new methodologies and approaches to audience measurement through a series of pilot studies with independent measurement companies focusing on two key areas: the current and future potential of television measurement through set-top-box data, and new methods for cross-platform media measurement. www.cimm-us.org
Current members are: A+E Networks, Belo, CBS Corporation, Carat USA, ConAgra, Discovery Communications, Gannett, GroupM, Hearst, Interpublic Group’s Mediabrands, Microsoft, NBC Universal, News Corporation, Omnicom Media Group, P&G, Publicis Groupe, Scripps Networks, Time Warner, Unilever, Univision Communications, Viacom, and The Walt Disney Company.