STB Measurement First Priority for CIMM

The recently launched Coalition for Innovative Media Measurement (CIMM) is to make digital set-top-box data (STB) its first priority, following a recent meeting held with audience measurement leaders.

CIMM was formed in August by a group of broadcast and cable networks, media agencies and clients. Members are committed to spending $100,000 over two years to help research firms deliver cross media research.

Last week, the group met with Nielsen, Rentrak, TiVo, TRA and TNS, to obtain their comments about the set top box RFP process, and how they would like to work with CIMM going forward.

Based on feedback received during the meeting, the CIMM has posted a revised RFI (request for information) on its web site, which focuses on set top box data measurement.

Following its meeting, CIMM said it is taking a new approach that will foster a collaborative relationship with various data and technology providers to help identify and fund multiple projects.

The deadline for submitting information for this revised request is 4 December, and the RFI can be accessed here www.cimm-us.org/rfp.htm .

CIMM added that its other area of focus - cross platform video measurement -- will be addressed shortly.

Web site: www.cimm-us.org .