A+E, Scripps Join Coalition for Innovative Media Measurement

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A+E Networks and Scripps Networks have joined the Coalition for Innovative Media Measurement, an alliance of media companies, ad agencies and advertisers focused on developing new ways to measure audiences across multiple platforms.

CIMM was formed in the fall of 2009, in the hopes of spurring industry suppliers to deliver better ways of gauging cross-platform media consumption and using set-top box data for audience measurement -- whether those come from Nielsen or someone else.

New York-based CIMM now has 24 active members: A+E Networks, AT&T, Belo, CBS Corporation, Carat USA, Comcast Networks, ConAgra, Discovery Communications, Gannett, GroupM, Hearst, Interpublic Group's Mediabrands, Microsoft, NBC Universal, News Corporation, Omnicom Media Group, P&G, PepsiCo, Publicis Groupe, Scripps Networks, Time Warner Inc., Unilever, Viacom and The Walt Disney Co.

"The combination of rapid technology advancements and shifting consumer behavior is quickly changing the media landscape in how we consume media and how we measure that consumption," A+E executive vice president of research Mike Greco said in a statement. "It's critical that the industry comes together to map our best practice and leverage new insights and innovations. We are extremely excited to be partnering with media companies and advertisers through CIMM to activate new tools and insights into our businesses."

Scripps senior vice president of research Mike Pardee added, "We are thrilled to join this exceptional coalition of top research and media experts in the search for new, innovative, yet practical and timely solutions for the increasingly complex research and technological demands of today's media environment."

Recent CIMM initiatives include the publication of a whitepaper on "Best Practices in Cross-Platform Advertising Effectiveness Measurement" and a cross-media research initiative, USA TouchPoints, designed to document consumers' interaction with media across all platforms.

Earlier this year, CIMM announced two proof-of-concept pilot tests to measure three-screen video usage with Arbitron and comScore.

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