Dwell Filtration Standard

July 24, 2012

See also: Dwell Time

CIMM DEFINITION: An industry agreed upon standard (not yet in existence) minimum level of average seconds of tuning duration before a tuning event will be saved in STB memory and sent upstream for tabulation. (Source: TRA)

NOTE – There is a difference between a one second and a five, ten etc., second standard. How is surfing calculated below the sub five second level? How to agree upon the standard?

NOTE – TRA does not recommend any Dwell Time filtration when collecting tuning data.

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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

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