NEW YORK — The Coalition for Innovative Media Measurement (CIMM), in conjunction with Project X Institute’s Jon Watts and Alan Wolk of TVREV, have announced the development of a “Guide to Converged TV Measurement Providers.”
Upon completion in early 2022, the guide seeks to provide a landscape of the entire Converged TV measurement ecosystem in the U.S, as well as a comparative analysis of the companies who are conducting converged TV audience measurement.
At a time of renewed interest in new measurement solutions, CIMM says the goal of the Guide is to help all industry participants objectively understand the various players, their capabilities and services.
It will provide in-depth profiles of the major providers of cross-platform TV and video audience measurement services, including all forms of linear and streaming across all devices.
“With the increase of streaming and viewing across connected platforms, new industry initiatives, buy-side demands for more comprehensive measurement and, of course, the growing range of providers, the pace of change at which the industry is now accelerating is rapid,” said Jane Clarke, CEO and Managing Director at CIMM. “This has propelled the need for us to take a look at the key converged TV measurement providers across and create an impartial guide to dispel any confusion that might exist across the industry.”
The study will assess:
- What is being measured – content, advertising, video starts, time spent, reach, frequency, etc.
- Services provided, unique capabilities and differentiators
- Key clients and retained customers
- Key data sources for TV and digital video – set top box (STB), automatic content recognition (ACR), panels, etc.
- Which platforms and services are being measured and at what level
- Over the air measurement approach
- Data integration methodology
- Use of panels to assign “persons viewing”
- ID resolution
- Plans for managing future disruptions
Jon Watts, who is also the incoming MD of CIMM, noted, “Given the high levels of interest in converged TV measurement, and the subsequent high probability that this measurement will be the norm for many years to come, the time is now for us to take stock of the major measurement providers. Our plan is to create comparative profiles and key takeaways about the current state of the industry.”
The Guide to Converged TV Measurement Providers initiative was revealed Wednesday during a CIMM Webinar on “Demystifying Converged TV Measurement: Four Building Blocks.”
Findings from the Guide will be presented at CIMM’s 11th Annual Converged TV Measurement and Data Summit, scheduled for February 16-17, 2022.
— Editing by Adam R Jacobson
