Arbitron and ComScore run three-screen pilots for CIMM

US— Arbitron and ComScore have been commissioned by the Coalition for Innovative Media Measurement (CIMM) to run separate “proof of concept” studies measuring consumption of programming and advertising across TV, PCs and mobile phones.

Work is set to begin immediately on these single-source cross-platform research projects, with results due back in the second half of 2011.

Arbitron will recruit a sample from the 70,000 individuals who already carry its portable people meters (PPMs), and the device will be used to measure TV viewing both in-home and out-of-home. Meanwhile, software meters acquired last year from Integrated Media Measurement Inc will measure online and mobile internet behaviour.

ComScore, meanwhile, will source participants from its existing 25,000-member multi-screen consumer research panel, which tracks online and mobile usage. It will add in data from TV set-top boxes and additional mobile internet usage data from mobile server logs.

CIMM managing director Jane Clarke (pictured) said: “Aside from testing the methodologies, we’re also hoping to gain deeper insights into the way that consumers are using media across three screens.”

Separately from this initiative, CIMM is funding another single-source study of multimedia usage – a US version of the UK-developed Touchpoints survey.

The research is currently in the field, and will be for the next six weeks, a CIMM spokesman said, after which the survey data will be fused with information from other media measurement services to create an integrated channel planning tool.

CIMM was formed in 2009 as a coalition of media owners, agencies and advertisers with the aim of “promoting innovation in audience measurement for television and cross-platform media”.

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments


Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts