Report: Smart(er) TV Data for Measurement Initiative

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Smart TV data has emerged as a critical input for syndicated TV measurement solutions and other activities. It offers tremendous scale and depth, national representation, and can be used to provide deep insights into audience viewing behaviors and advertising exposures.

However, as with all data sets, it is also incomplete and can be improved. In 2023, CIMM commissioned a study, led by Caroline Horner and Myles Parker, to assess the various options for enhancing the value of Smart TV data. The study aimed to identify and evaluate a range of practical initiatives that could materially improve the use of Smart TV data for measurement purposes and stand a reasonable prospect of being supported by a critical mass of industry stakeholders.

The report – available for download below – is a compilation of findings from the project, including original research and analysis, perspectives from across the marketplace, and a series of recommendations.

The primary research was completed in the second quarter of 2023 and shared with various working groups, advisors and committee members through the third quarter of 2023.

CIMM has now established a working group with partners and participants from across the industry to continue the work, pursuing the opportunities emerging from the study.

To download the report and accompanying presentation, click below:

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