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CIMM, Arbitron and comScore to Run 3-Screen Studies

February 11 2011

In the US, the Coalition for Innovative Media Measurement (CIMM) has announced two independent 'proof-of-concept' tests to measure content and advertising across television, Internet and mobile. The tests will tap the skills and panels of Arbitron and comScore.

CIMM is an alliance of leading television content providers, media agencies and advertisers which aims to promote innovation in audience measurement for television and cross-platform video. Current members include AT&T, CBS Corporation, Microsoft, NBC Universal, News Corporation, P&G, PepsiCo, Publicis Groupe, Time Warner, Unilever, Viacom and The Walt Disney Company.

The project, which will measure three-screen users and their relationship with the media, represents the first time that mobile Internet usage - including mobile video and apps - will be measured in 'single source' cross-platform studies.

Both tests will enlist consumers who access media across multiple screens and will develop cross-platform metrics, such as unduplicated reach and frequency of media across screens.

Arbitron will recruit respondents from its panel of approximately 70,000 persons who already carry a PPM device to measure radio listening and television viewing both in-home and out-of-home. Online and mobile Internet behaviour will be captured using software meters Arbitron acquired from Integrated Media Measurement, Inc. (IMMI) in 2010.

comScore will recruit from their 25,000-member opt-in cross-platform multi-screen consumer research panel. The firm will collect online and mobile measurement using their technology and will combine it with 'set top box' television viewing data and additional mobile Internet usage data from mobile server logs.

Jane Clarke, CIMM MD, says: 'These innovative, small-scale pilot tests will independently explore different methodologies to capture all three-screen media usage for selected programming and advertising campaigns. Aside from testing the methodologies, we're also hoping to gain deeper insights into the way that consumers are using media across three screens.'

Joan FitzGerald, VP Television Sales and Business Development, comScore said: 'As consumers combine their TV viewing and Internet usage with media consumption from an increasing array of mobile devices, it becomes more important for advertisers, agencies and media companies to understand their total audience and how to reach them.'

Web sites: www.cimm-us.org , www.arbitron.com and www.comscore.com .

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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