The Coalition for Innovative Media Measurement announced that Spanish-language broadcaster Univision Communications has joined the industry alliance, whose mission is to foster new forms of cross-platform audience measurement.
CIMM was formed in 2009 as a way to accelerate innovation in the TV ad-measurement space, given general dissatisfaction with efforts from Nielsen. To date, the group has produced several studies and claims it has helped shepherd several media planning and measurement tools through pilot testing and launch phases.
New York-based CIMM now has 22 active members. Those are: A+E Networks, Belo, CBS, Carat USA, ConAgra, Discovery Communications, Gannett, GroupM, Hearst, Interpublic Group's Mediabrands, Microsoft, NBCUniversal, News Corp., Omnicom Media Group, P&G, Publicis Groupe, Scripps Networks, Time Warner, Unilever, Univision, Viacom and The Walt Disney Co.
"We are pleased to join CIMM and its members in what is truly a collaborative effort to solve for urgent measurement problems impacting all media today and contribute to the efforts to help foster change," Univision executive vice president of corporate research Elizabeth Ellers said in a statement.
CIMM managing director Jane Clarke said the industry alliance is "steadfast in its commitment to replace the multitude of ineffective, make-shift processes that many must rely on in an attempt to measure and monetize fragmented audiences. CIMM believes that the most viable and enduring solutions are ones that the industry arrives at together."