Trick Play

July 23, 2012

CIMM DEFINITION: A term used to describe the use of DVR time shifted viewing or On-Demand with a TV Remote Control device. Features include fast forward, rewind and pause.

NOTE – DVR metrics need to be decided. According to Kantar this data are not currently available in the U.S. but are available in the U.K. Rentrak says that it depends on the operator and the device. Some operators have trick mode data available in various forms (some more detailed than others) and Rentrak has been measuring multiple forms of these data from millions of Set-Top Boxes for years.

NOTE – The issue of measurement with trick modes needs further definition. For example, how many times do you count an impression within a session when it has been viewed more than once due to rewinds? (Source: Invidi)

Print Friendly

Collaborative Effort.
Meaningful Change.
Join Now
“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

Trick Play

Company News