CVI abbr Commercial Viewership Index

July 24, 2012

CIMM DEFINITION: Represents spot retention relative to underlying program. Average spot rating % divided by average program rating% (including commercial seconds) expressed as an index. (Source: Kantar Media Audiences)

2: Ratio of commercial rating to program rating (indicating audience retention) available at spot level. Indicating how often they fast forward through or tuned away from advertising. (Source: TIVO)

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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

CVI abbr Commercial Viewership Index

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