Interactive TV Household (iTVHH)

August 14, 2012

CIMM DEFINITION: Any household in a footprint that has the ability to and is authenticated to engage with interactive content delivered to the viewing device. Currently the viewing device is a TV connected to a set-top. (Source: CTAM Advanced Cable Solutions Consortium, itv Metrics)

Note: Used as a metric, iTV Households are those that are iTV enabled via a video service provider, with televisions that are connected to a set-top. According to CTAM, future metrics will include TVs and devices that are not tethered to a set-top. (Source: CTAM Advanced Cable Solutions Consortium, itv Metrics)

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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

Interactive TV Household (iTVHH)

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