Measurement

February 14, 2011

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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“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

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