CIMM DEFINITION: Display of an image or images that appear as full screen or as an overlay to the linear content being watched on that particular viewing device or on that specific TV. The total count of screen views per application is a reportable metric. (Source: CTAM Advanced Cable Solutions Consortium, itv Metrics)

Note – Currently the viewing device is a TV connected to a set-top. (Source: CTAM Advanced Cable Solutions Consortium, itv Metrics)