Average Audience (in thousands)

July 21, 2012

See also: Rating

CIMM DEFINITION: The amount of viewing (expressed in thousands) on average, to a program, network, channel, ad, version or time period out of the universe or full population. Can be parsed to the lowest viewing increment whether second, 5 second, minute etc.

2: The average minute or second audience watching a channel, program or spot. (Source: Kantar Media Audiences)

NOTE – What is the accepted universe for certain viewer segments when Set-Top Box data is delivered by individual operators with specific regional footprints?

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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

Average Audience (in thousands)

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