New Partners for Research Coalition

NEW YORK: The Coalition for Innovative Media Measurement (CIMM) now has a total of 21 members, following the additions of Microsoft, PepsiCo, Hearst, Belo, Gannett and ConAgra.

Formed in September, CIMM consists of several big-name advertisers, major media companies and media-planning agencies and was established to explore new ways to measure audiences in today’s wherever, whenever content landscape. Members include Time Warner, The Walt Disney Company, Interpublic Group, News Corporation, Viacom, Starcom MediaVest Group Worldwide, Procter & Gamble, Unilever, AT&T, Group M, CBS Corporation, Omnicom Media Group, Discovery Communications and NBC Universal. 

CIMM has already embarked on a set-top box (STB) measurement initiative, with plans to establish the CIMM STB Lexicon, a common set of terms for analyzing and processing STB measurement, and then to begin testing the methodologies behind those terms, using test data from STB data providers. "It is clear the industry needs a common language around set-top box data," said Jane Clarke, the managing director of CIMM. "By establishing common definitions for processing and analyzing set-top box data, CIMM is strengthening the foundation for cross-industry collaboration around new measurement."