Frequency

July 24, 2012

See also: Reach & Frequency

CIMM DEFINITION: The average number of times the unduplicated homes reached are exposed to a schedule of content whether an ad, a program, a video or a schedule of spots.

2: The number of times a complete electromagnetic wave cycle occurs in a fixed unit of time, usually one second. The rate at which a current alternates, measured in Hertz on a telecommunications medium. (Source: CableLabs)

3: The number of times an ad is delivered to the same browser in a single session or time period. A site can use cookies in order to manage ad frequency. (Source: IAB)

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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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