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)