NEWS14 March 2012

Univision Comms joins CIMM

Features North America

US— Spanish-language broadcaster Univision Communications has become the 22nd company to join the Coalition for Innovative Media Measurement (CIMM), joining rival TV networks, advertisers and media agencies in developing new ways to count audiences.

The broadcaster joins a month after CIMM spoke of the “increased urgency” for industry members to come together and tackle the “growing cross-platform measurement challenges” facing the media sector.

Univision’s EVP of corporate research Elizabeth Ellers said: “We are pleased to join CIMM and its members in what is truly a collaborative effort to solve urgent measurement problems impacting all media today and contribute to the efforts to help foster change.”

CIMM’s MD Jane Clarke (pictured) added: “Univision shares our vision for audience measurement and is a welcomed addition to CIMM. CIMM believes that the most viable and enduring solutions are ones that the industry arrives at together.

“We’ve already helped successfully shepherd media planning and measurement tools through to the pilot testing and launch phases and remain hard at work on a number of other promising initiatives that we plan to introduce later this year.”