Nielsen Pacts With CIMM on Mobile TV Measurement Tests

Will initially focus on local TV markets

By Todd Spangler, Multichannel News -- Broadcasting & Cable, 9/28/2012 9:50:35 AM

Nielsen and the Coalition for Innovative Media Measurement (CIMM), a group of media companies, advertisers and agencies, are teaming up to test ways to measure television viewing across mobile devices, initially focusing on local TV markets.

CIMM was formed in 2009 in response to the industry's widespread impression that Nielsen -- the gold standard for TV viewing data -- was not moving fast enough to develop techniques to gauge multiplatform video-consumption measurement.

Now, CIMM is collaborating with Nielsen on the research company's mobile Television Audience Measurement (mTAM) initiative.

Nielsen and CIMM will develop and test different approaches to TV audience measurement using both passive and active applications on smartphones, tablets and through an online website, mirroring how individuals use technology throughout the day. The duo said the goals of the partnership are to "transform self-reported viewing" by providing apps across multiple devices as well as to improve measurement among younger adults.

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