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.
