Group Formed to Create Consistent Set-Top TV Data

August 10, 2010

Cable, satellite and telco multichannel video distributors have formed a broad coalition to create guidelines putting television viewing data from set-top boxes into a consistent, accurate and usable form.

The group, working with NCC Media, which sells local commercials for the operators, will be working with the Media Ratings Council to develop industry guidelines so that the data will be the same from operator to operator, making it more useful and valuable.

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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

Group Formed to Create Consistent Set-Top TV Data

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