Perfect Play

July 25, 2012

CIMM DEFINITION: A percentage of the households tuned to the first second of the commercial that stayed tuned to the end. [Note that the reports do not document how many households or how many times a household jumped in to an ad and then switched away from the ad before its end (Partial Play) or how many households tuned to the program before and after the ad but did not tune to the ad (No Play). (Source: TRA)