Media group makes headway on audience measurement

May 12, 2010

A group of top media companies, including Time Warner Inc (TWX.N) and News Corp (NWSA.O), is pressing ahead with efforts to create a new way to measure TV audiences, saying a standard set of terms to use in studying the data has now been created.

Confusion over various terms — a word like “snacking” may mean something different to different people involved in the project — has been one of the main hurdles faced by the coalition, formed in September to much fanfare.

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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 group makes headway on audience measurement

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