More accurate TV ratings sought

September 11, 2009

If you don’t like the message, get a new messenger.

Worried that the number of people watching TV shows is not being reported accurately, 14 major media companies, advertisers and agencies are teaming up in an effort to develop new methods to measure how people watch television.

Among those participating in the venture are Time Warner Inc., Viacom Inc., CBS Corp., NBC Universal, Walt Disney Co., News Corp., Procter & Gamble Co., AT&T Inc., Unilever and advertising giant WPP Group.

“We all have an urgent need to evolve our methods of measurement,” Viacom Chief Executive Philippe Dauman said in a statement.

Print Friendly

Collaborative Effort.
Meaningful Change.
Join Now
“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

More accurate TV ratings sought

Company News