Gannett, Pepsico, Belo, ConAgra, Hearst and Microsoft Join Coalition for Innovative Media Measurement (CIMM)

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New Members Welcomed as CIMM Announces Next Steps in Set Top Box Measurement Initiative

NEW YORK – January 25, 2010 – In its first member meeting of the new year, The Coalition for Innovative Media Measurement (CIMM) today announced that Gannett, PepsiCo, Belo, ConAgra, Hearst and Microsoft have joined the group, expanding its membership to 21 television content providers, media agencies and advertisers.

“As our set top box measurement initiative gets underway, it’s exciting to bring aboard new members who will strengthen and bring a greater diversity of perspectives to CIMM,” said Jane Clarke, Managing Director of CIMM. “We are pleased to welcome Gannett, PepsiCo, Belo, ConAgra, Hearst and Microsoft into CIMM.”

Next Steps in Set Top Box (STB) Measurement Initiative

Upon welcoming the new members, CIMM unveiled the next steps in its set top box (STB) measurement initiative. CIMM will first establish the CIMM STB Lexicon, a common set of terms for analyzing and processing STB measurement, and then begin testing the methodologies behind those terms, using test data from STB data providers.

“Upon review of the RFIs we collected last month, it is clear the industry needs a common language around set top box data,” said Clarke. “By establishing common definitions for processing and analyzing set top box data, CIMM is strengthening the foundation for cross-industry collaboration around new measurement.”

To help develop the STB Lexicon, CIMM has hired media research consultant Charlene Weisler. In addition to writing columns for MediaPost and CableFax, Weisler is working on STB initiatives as part of the MPG Collaborative Alliance. For CIMM, Weisler is analyzing all the RFIs received from the data and technology providers and is developing a draft set of terms. She is working closely with the companies that submitted RFIs and the CIMM STB Working Committee.

About CIMM

The Coalition for Innovative Media Measurement (CIMM) was founded by several leading television content providers, media agencies and advertisers to promote innovation in audience measurement for television and cross-platform video. CIMM will explore and identify new methodologies and approaches to audience measurement through a series of pilot studies with independent measurement companies focusing on two key areas: the current and future potential of television measurement through set-top-box data, and new methods for cross-platform media measurement.

Current participants are: AT&T, Belo, CBS Corporation, Carat USA, ConAgra, Discovery Communications, Gannett, GroupM, Hearst, Interpublic Group’s Mediabrands, Microsoft, NBC Universal, News Corporation, Omnicom Media Group, P&G, PepsiCo, Publicis Groupe, Time Warner, Unilever, Viacom and The Walt Disney Company.

Contacts

Liz Fischer – NBC Universal – 212.664.4825 – liz.fischer@nbcuni.com

Elissa Johansmeier – Fox – 212.556.2567 – elissa.johnsmeier@fox.com

Scott Grogin – Fox – 310.369.4733 – scott.grogin@fox.com

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