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)