Ad Skipping

July 21, 2012

See also: Commercial Avoidance, Trick Play, Measured Ad Skipping

CIMM DEFINITION: The act of fast forwarding (or skipping ahead as on TIVO) and therefore not completely viewing an ad. It is one possible result of a viewer using the trick play mode of DVRs and other recording devices.

NOTE – There are other forms of commercial avoidance such mental tune-out, conversation, other activities e.g. reading, using a phone or a computer device. (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.”

Bharad Ramesh Executive Director, Research & Investment AnalyticsGroupM

“…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

“To bring the best in class cross-platform advertising technology to our clients, we need to ensure that the industry is developing it in a manner that best suits our needs. Our involvement with CIMM helps accomplish that.”

Kate SirkinEVP, Global Data Partnerships, Publicis Epsilon

Ad Skipping

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