Non-STB TVs

July 25, 2012

CIMM DEFINITION: Those, often older, televisions that do not have a Set-Top Box attached to it. These televisions are often located in parts of the home like the children’s room, kitchen, garage or attic where viewing is limited to analog signals or the television only is attached to a playback device. This sub-set of television sets are not counted in the Set-Top Box data because there is no return path data available from their viewing usage. Said to currently represent 10% of all US TV households and is continuing to diminish.

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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

Non-STB TVs

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