CIMM Launches Pilot To Understand Time Spent Across ‘Every’ TV Platform

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.

‘Bridgerton’ Seen By Over 63 Million Households, Netflix Claims

Nielsen: Daytime Is The New Primetime

After eight months of the COVID-19 pandemic, daytime TV viewing has become a “second primetime,” according to Nielsen, due to the continuing growth of kids viewing and at-home workers’ TV and internet consumption.

92% Of Adult Viewing Done On TV Screen

A new analysis of insights from Nielsen’s fourth-quarter 2016 Comparable Metrics Report found that over 92% of all viewing among U.S. adults (18+) happens on the TV screen. The analysis focused on the share of total gross minutes of consumer viewing across TVs and TV-connected devices in addition to PC, smartphone and tablet video in fourth-quarter 2016.