KMR's Bill McKenna takes the helm at IMMI
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US-- Kantar Media Research's (KMR) former North American boss Bill McKenna has been appointed CEO of Integrated Media Measurement Inc (IMMI).
The firm, in which KMR made a “significant” investment last year, uses mobile-phone based technology to produce media ratings, and is planning to launch single-source panels to cover TV, internet, mobile and radio “in the not-too-distant future”.
A joint service with Nielsen offering out-of-home TV ratings was abandoned in November 2008 after less than a year due to a lack of client support for the costly product.
McKenna hinted at international expansion for IMMI, saying: “In the US and a growing number of international markets, media owners, content providers and advertisers are moving beyond fixed in-home electronic people meter TV measurement systems and demanding consumer-centric measurement of the new electronic media platforms that consumers are adopting at an accelerated pace.”
IMMI co-founder Tom Zito will remain with the firm as chairman. McKenna is to stay on as chairman of Caribbean research firm Mediafax, which he founded, and which is now part of KMR.
Author: Robert Bain
Related links:
Nielsen and IMMI suspend out-of-home TV ratings service
KMR invests in IMMI's cellphone-based media tracking
