CIMM Launches Study To Assess Method For Assigning Person Level Demographics To Machine-Level TV Exposure Datasets

June 8, 2021

Study to be conducted in conjunction with HyphaMetrics using company’s active and passive methodology for measuring ‘persons in room’


New York, NY (June 8, 2021) – The Coalition for Innovative Media Measurement (CIMM), today announced the launch of an initiative to better understand how time is spent across every platform available on TVs today, including Linear TV, OTT devices, Smart TV apps and video game consoles.

The ‘Passive TV Measurement Study’ will be conducted in partnership with HyphaMetrics, a leading media metrics technology company that measures individual exposure to content, advertising, and brand integration across every viewing screen and smart home device as a single independent data source.

CIMM will utilize  HyphaMetrics’ multi-layered methodology, which includes both active and passive methods in combination with  machine learning, to better understand  the unique behaviors of households for more accurate ‘persons in room’ measurement.

The methodology can be used to assign person-level demographics to machine-level TV exposure datasets, such as those from Smart TV and Set-Top-Box (STB) Data.  While many in the TV industry are moving to the use of scaled granular TV datasets, calibration panels such as those utilized by HyphaMetrics can enable adjustment for data missing in these datasets.

Using HyphaMetrics’ in-home panel, which captures individualized viewing behavior for an entire household across all media viewing environments, the study will assess the incremental value of accurate persons-level viewing detected using a multi-layer approach that includes Wifi, Bluetooth, Infrared, and machine learning.

HyphaMetrics will compare its approach to persons-viewing data gathered in a simultaneous phone coincidental survey by a third-party call center. The pilot test will run over the next few months in 100 homes.

“The industry has long sought to know, in real-time, who is watching what and in what format are they watching,” said Jane Clarke, CEO and Managing Director at CIMM. “With HyphaMetrics, we hope to establish the validity between the meter-detected person presence and the ‘in-the-moment’ source of truth from the phone survey to identify what TVs were on, what was being watched and which household members were in the room with TVs on.”

“Through this study, we are looking to demonstrate how new technologies are better equipped to measure modern viewing behaviors in an environment that is less intrusive and more pleasant for panelists in comparison to the legacy active-only approach.” said Joanna Drews, CEO and Cofounder at HyphaMetrics. “Our method provides a more natural environment for collecting the most accurate person level viewing data resulting in the measurement of the exact moment of individual exposure to media across platforms and devices, and identify secondary viewers, such as someone entering the room after the primary viewer has logged in, along with child viewers who are known to be less compliant with an active-only approach.”


About CIMM

The Coalition for Innovative Media Measurement (CIMM) is comprised of leading TV and video content providers, media buying agencies, large advertisers, pay TV distributors, research and media technology vendors and consultants that aim to promote innovation and foster efficiencies in audience measurement for television and cross-platform video. In 2018, CIMM was acquired by the ARF (Advertising Research Foundation), with the goal of expanding the categories of members as well as its initiatives. CIMM initiatives to date have included exploration and identification of new methodologies in cross-platform audience measurement, with verification of these approaches through pilot tests and studies conducted with independent measurement companies. CIMM’s focus has been on two key areas: the current and future potential of television measurement through the use of return-path data, and new methods for cross-platform media measurement. For more information, visit

 About HyphaMetrics

Hypha is an independent quality data supplier offering an all-encompassing view of what the world is watching. Our data expresses real human behaviors that builds a bridge between enterprise and society. Serving as the connective tissue across the media ecosystem, we provide the precise metrics necessary for trading, optimization, and analytics in today’s unique media environment. We leverage cutting edge technology and industry-accepted research methodologies to serve the marketplace with individualized Zero-Party Data.