NEWS26 January 2010

CIMM plans development of set-top box measurement ‘language’

Features North America

US— The Coalition for Innovative Media Measurement has announced the next stage of its set-top box audience measurement initiative – the development of an industry-wide language for analysing and processing data.

CIMM put out a request for information (RFI) last October asking for examples of how companies produce viewing figures from set-top boxes (STBs) as well as samples of actual STB data they had collected.

Now that the process is complete, CIMM said, the next step is to develop a common set of terms used in the analysing and processing of STB measurement data. Once that is completed, CIMM will begin testing the methodologies supplied by STB data providers.

CIMM managing director Jane Clarke (pictured) said: “Upon review of the RFIs we collected last month, it is clear that the industry needs a common language around set-top box data. By establishing common definitions for processing and analysing set top box data, CIMM is strengthening the foundation for cross-industry collaboration around new measurement.”

Meanwhile, six new companies have joined the coalition: Pepsico, Microsoft, Gannett, Belo, ConAgra and Hearst. The addition of the six new firms brings the size of CIMM membership up to 21 TV content providers, media agencies and advertisers.

Clarke said: “It’s exciting to bring aboard new members who will strengthen and bring a greater diversity of perspectives to CIMM.”