New York
– The Coalition for Innovative Media Measurement (CIMM), a group aiming to develop
new audience measurement techniques for TV and cross-platform video, announced
that Gannett, PepsiCo, Belo, ConAgra, Hearst and Microsoft have joined the
group. Among CIMM’s first initiatives is set-top box measurement, and the group
is embarking to establish a common "STB Lexicon" for analyzing and
processing set-top box measurement. Existing CIMM members include AT&T,
CBS, Carat, Discovery, GroupM, NBC Universal, News Corp., Omnicom, Publicis,
Time Warner and Disney.


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