Media firms join forces to study TV habits

September 11, 2009

Fourteen of the USA’s largest television programmers, advertisers and ad buyers gave the clearest sign to date on Thursday that the audience measurement system they depend on — long dominated by Nielsen Media — needs to be overhauled for the digital era.

CBS, Disney, NBC Universal, News Corp., Omnicom and Time Warner are among the companies backing the Coalition for Innovative Media Measurement, which will study new ways to measure TV consumption

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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

Media firms join forces to study TV habits

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