CIMM DEFINITION: Percentage of STBs or households tuned to a specific commercial and presented with a specific interactive (EBIF) enhancement embedded within that commercial.  Some commercials containing targeted EBIF enhancements (i.e., AdWidgets) may be broadcast to the entire EBIF-enabled footprint, but when executed only display an interactive enhancement to a select subset of viewer STBs. (Source: FourthWall Media)