Duration

July 24, 2012

CIMM DEFINITION: The length of a particular event. In linear tuning statements, the duration is the contiguous time for which a particular channel was selected. (Source: Nielsen)

2: The total duration of seconds in a spot. Tuning duration record provided by the operator. (Source: Kantar Media Audiences)

Note – Due to channel change Latency, channel change gaps, and the uncertainty of event reporting times in a STB, all of which may vary from STB to STB and channel to channel, accurate measurement of duration on a STB requires time synchronization, collection of STB timing data, and appropriate editing rules. (Source: FourthWall Media)

Print Friendly

Collaborative Effort.
Meaningful Change.
Join Now
“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

Duration

Company News