NEWS1 October 2012

CIMM and Nielsen to test TV measurement via mobiles

North America Technology

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.”

  • In other news, Nielsen has announced that its Cross-Platform Campaign Ratings service has gone live. The service, which was developed after trials with companies including GroupM, Facebook and Unilever, is intended to give a “true reach” of video advertising across TV and online.