The Coalition for Innovative Media Measurement (CIMM) was founded in 2009 by leading television content providers, media agencies and advertisers to promote innovation in audience measurement for television and cross-platform media. In 2018, CIMM became an affiliate of the non-profit Advertising Research Foundation (ARF) and has now expanded our membership to all types of companies in the TV/premium video ecosystem, including pay TV operators, research and technology vendors and consultants.

CIMM members explore, identify, and collaborate in the development of new methodologies and approaches to audience measurement through proof-of-concept pilot studies with independent measurement companies, as well as through Whitepapers and documents outlining Best Practices. Our goal is to bring greater transparency and confidence to new forms of cross-platform measurement of TV/premium video. Our primary areas of focus are:

What are the opportunities and challenges of using return path data from set-top boxes and smart TV’s to measure viewing of television?
What solutions can be developed to measure use of TV/premium video across all the many platforms and devices now available?