Accumulated Reach

July 21, 2012

See also: Reach

CIMM DEFINITION: The total number of homes, Set-Top Boxes or individuals, which can be expressed in thousands or as a percentage, who have viewed at least once within a specific program or period of time aggregated across time or across individual pieces of content. Accumulated Reach can sometimes be higher than the Cume audience because it is based on a long term audience estimate, not with base minute minimums.

NOTE – Common usage to date has had both Cume and Accumulated Reach as interchangeable. In both cases there can be a minimum tuning duration or not. (Source: TRA

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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.”

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“…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

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Accumulated Reach

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