Unsatisfied with how media audiences are being measured in a multi-screen age, 14 of the nation’s largest media companies, agencies and advertisers today launched the Coalition for Innovative Media Measurement.
The new group, whose members have made a multi-year commitment to the new consortium, intends to initiate, fund and evaluate a series of research studies focusing on set-top-box measurement and multiplatform TV measurement. Two requests for proposals, open to all research firms, are in the works for the fourth quarter.
