CIMM to Create Lexicon of STB Measurement Terms

In the US, the newly formed Coalition for Innovative Media Measurement (CIMM) is to establish a common set of terms for analyzing set-top box measurement (STB).

CIMM was formed last August by 14 of the nation's largest media companies, agencies and advertisers, to promote innovation in audience measurement for TV and cross-platform video.

The organization, which is currently exploring and identifying new methodologies and approaches to audience measurement, has invited a number of firms to submit requests for information (RFI) regarding pilot studies focusing on STB data, and new methods for cross-platform media measurement.

As the next step in this initiative, CIMM is to establish the CIMM STB Lexicon, and will then test the methodologies behind the terms, using test data from STB data providers.

'Upon review of the RFIs we collected last month, it is clear the industry needs a common language around set top box data,' explained CIMM MD Jane Clarke. 'By establishing common definitions for processing and analyzing set top box data, CIMM is strengthening the foundation for cross-industry collaboration around new measurement.'

To help develop the STB Lexicon, CIMM has hired media research consultant Charlene Weisler, who is analyzing all the RFIs received from the data and technology providers and is developing a draft set of terms.

Separately, CIMM has announced that Gannett, PepsiCo, Belo, ConAgra, Hearst and Microsoft have joined the group, expanding its membership to 21 TV content providers, media agencies and advertisers.

Web site: www.cimm-us.org .