New York, NY April 1, 2025 – The Coalition for Innovative Media Measurement (CIMM) today announced the launch of a new initiative to explore how the economics of operating a currency-grade national TV measurement solution are evolving – and what this means for the multi-currency marketplace in the U.S.
Led by industry executives Manish Bhatia and Josh Chasin, in collaboration with CIMM’s Steering Committee, the study will analyze the costs, revenues and competitive dynamics of the multi-currency marketplace, drawing insights from end-users and industry participants including media buyers, TV networks, data providers and vendors.
“The industry is keen to support the growth and development of a multi-currency marketplace backed by solutions from independent, commercially funded companies – but much uncertainty remains about the true economics required to invest, build, and maintain in a high-quality solution,” said Jon Watts, Managing Director of CIMM. “At the same time, however, new methodologies, collaborative approaches, and lower-cost substitutions are becoming available – creating potential opportunities for interventions that would materially improve the economics of the measurement marketplace as a whole.”
The study will explore a wide range of issues, including:
- What does currency mean and how are definitions evolving?
- What are the critical cost inputs for standing up and maintaining a high-quality currency-grade solution likely to develop over time?
- How many currencies are buyers and sellers looking for – and what capabilities and differentiators are most important?
- Are multiple TV currencies commercially sustainable over time?
- Are there credible, practical opportunities to improve and support the economics of the multi-currency marketplace?
“For the foreseeable future, the TV distribution environment will most likely involve multiple platforms – and measurement will need to encompass both traditional TV and streaming across both content and advertising as a result, all while being able to support continued demand for people-based measurement,” said Manish Bhatia, Independent Board Member and Senior Advisor. “This study serves as a crucial opportunity to catalyze and shape an important industry debate, encouraging a dedicated and cost-effective way forward for the future of TV measurement.”
Bhatia and Chasin will present an exclusive update on the study and its progress at the Coalition’s annual CIMM East Event in NYC on April 8, 2025. To learn more visit: https://cimmeast.splashthat.com/
About CIMM
The Coalition for Innovative Media Measurement (CIMM) is a non-partisan, pan-industry coalition focused on cultivating improvements, best practices and innovations in measurement and currency, new metrics and approaches to understanding the value of media, and data collaboration and enablement. CIMM’s members include leading networks, studios, streamers and programmers, MVPDs, TV OEMs and OS providers, major digital businesses, agencies, measurement and data providers, trade bodies and consultants. CIMM is a subsidiary of the Advertising Research Foundation and adheres to the ARF’s principles of scientific rigor, objectivity and evidence-based research.
