The Coalition for Innovative Media Measurement (CIMM), a division of the Advertising Research Foundation, this morning said it is launching new research to “better understand how time is spent across every platform available on TVs today.” The initiative, dubbed the “Passive TV Measurement Study,” will explicitly look at how American consumers spend time with linear TV as well as OTT (over-the-top internet-connected) devices, smart TV apps and video game consoles.
Looking to find standard data formats for ad campaigns, the Coalition for Innovative Media Measurement, along with Ad-ID, Advertising Research Foundation, IRI, and Kantar, will launch a joint initiative.
The Coalition for Innovative Media Measurement and Society of Motion Picture and Television Engineers continue to work toward joining a pair of identifiers for ad and video content, Ad-ID and EIDR. The goal is to create an industry coding standard using the two, which identify advertising and movie/TV content, respectively.
Arbitron is working to become a leading option in cross-media measurement through a recent trial it conducted with the Coalition for Innovative Media Measurement (CIMM) and other efforts. It wants to “make sure we have a seat at the table once the money starts to flow in a significant way.”
The Coalition for Innovative Media Measurement — a consortium of media and advertising companies that includes AT&T, Microsoft, News Corp., Time Warner and Comcast, among others — said it will conduct two pilot tests with Arbitron and ComScore aimed at monitoring the behavior of so-called three-screen users who watch video with a bevy of different devices.