Smallest Viewing Increment

July 26, 2012

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)

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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

Smallest Viewing Increment

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