It’s too early to determine whether the Coalition for Innovative Media Measurement should specify standards for how set-top box data is collected and described, said MTV Networks executive vice president of strategic insights and research Colleen Fahey Rush.
Representatives from the 15 members of CIMM — a group of media companies, ad agencies and advertisers formed this summer — met last Tuesday (Nov. 10) with Nielsen, Rentrak, TiVo, TRA and TNS Media Research to discuss working with CIMM. Each of the vendors signed nondisclosure agreements as a condition of participation.
The series of all-day, closed-door meetings took place at MTVN’s offices in midtown Manhattan. “We started at 9, ended at 4, and stayed on to discuss things,” said Rush, who is Viacom’s representative to CIMM.
