CIMM DEFINITION: The agreed upon minimum length of time that a viewer has to spend on a piece of content that will constitute actual measurable viewing. Differing latencies by box manufacturer impacts the calculation and standardization.

NOTE – If someone is channel surfing, then a pull to that box for that second would not represent actual viewing. Most processors say that the standard length of time should be in five second increments. However Rentrak uses a formula to calculate a standard length that varies by programming genre and changes as the amount of data increases. (Rentrak attributes this to SOSO curves)