The Coalition for Innovative Media Measurement quietly posted its request for proposal for two research projects on an “under construction” Web site. Formed in September by 14 media companies, agencies and Web sites is seeking alternatives to traditional TV measurement (translation: Nielsen) by pooling funds and soliciting new research.
The RFP lays out specifications for two studies, how to mine set-top box data for audience measurement and proposals for taking cross-platform measurement beyond “a patchwork of measures.” For the set-top box study, CIMM is requesting the analysis of three to six months of actual set-top box data. The cross-platform pilot study would cover audience exposure to TV, the Internet and mobile media.
There was neither a deadline given in the RFP for submissions, nor any timeline for completion of the studies. Research firms that respond must agree to lock in the costs of their research proposals for 90 days.
Both studies, as described by CIMM, could be potentially expensive endeavors for a group that has a war chest of only $1.4 million. The group is actively seeking more members, recently adding Carat to its membership ranks. CIMM is also interviewing for a managing director.
News of CIMM’s RFP comes days after Nielsen agreed to pump an additional $2.5 million into the Council for Research Excellence, a larger industry group of 40 members with a similar mission. The CRE is also planning to conduct a set top box study, among other initiatives.
Mediaweek is a unit of the Nielsen Co.