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The Coalition for Innovative Media Measurement announced separate pilot tests with Arbitron and comScore to measure 3-screen users and their behavior with content and advertising across TV, Internet and mobile. CIMM said the tests mark the 1st time that mobile Internet usage, including video and apps, will be measured in “single source” cross-platform studies. Arbitron will recruit a sample of 3-screen users from their panel of approx 70K persons who already carry a Portable People Meter and capture Internet behavior using software meters. comScore will recruit from its 25K-member opt-in cross-platform multi- screen consumer research panel and combine online/mobile measurement with set- top viewing data and additional mobile Internet usage data from mobile server logs.

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