NEWS1 October 2012
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NEWS1 October 2012
US— The Coalition for Innovative Media Measurement (CIMM) and Nielsen have formed an Innovation Committee to develop and test different approaches to measuring TV audiences through mobile phones and tablets. The duo will also collaborate on Nielsen’s mobile Television Audience Measurement (mTAM) initiative.
The partners will test out a range of passive and active applications on phones and tablets which they say will “transform” self-reporting among TV audiences, as well as improve measurement among younger viewers.
CIMM and Nielsen will initially focus on early-stage proof-of-concept (POC) tests to assess the usefulness of multi-platform solutions. They will further collaborate on the future direction of the mTAM initiative as well as other relevant POCs being conducted.
Michael Link, Nielsen’s chief methodology officer, said: “The multi-access point approach allows people to enter information throughout their day on whichever type of device they choose or is readily at hand in the moment. In that way, we increase the number of people who can participate and expect to improve compliance to ensure we are capturing all of their viewing.”
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