NEWS25 September 2009

CIMM preparing first audience measurement RFPs

New business North America

US— The Coalition for Innovative Media Measurement (CIMM) will release its first two requests for proposals (RFPs) for new audience measurement techniques next week, according to reports on the web.

CIMM was formed this month by a group of broadcasters, media buyers and advertisers looking to fund new TV audience measurement techniques. The organisation stressed that it was not looking to replace the existing Nielsen method, but “fund the development of a new measurement system”.

Speaking at an ARF conference this week, NBC Universal’s head of research Alan Wurtzel said that the first RFPs would be made public in the next week. They are expected to cover new methods for gathering audience data via set-top boxes and methods of measuring audiences across platforms, including broadcast, internet and mobile.

Wurtzel also said the coalition is looking to add new members by the end of the year, either as $25,000-per-year non-voting members or $100,000 voting members.