Skews

July 26, 2012

CIMM DEFINITION: When a sample or a subset of a population or a specific footprint deviates from the actual distribution of the universe or population.

NOTE – Population or data skews in the STB data – based on the footprint, can skew more upscale (as in AT&T) or lack of linear TV viewing because entire sample is DVR (such as in TIVO).

NOTE – Kantar says there are no skews to their data since census or sample is representative of the underlying universes from which they are drawn.

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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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