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While set-top-box audience viewing data is a hot topic these days, it’s not likely to become a currency for buying and selling national broadcast ads anytime soon, according to an in-depth industry survey from the Coalition for Innovative Media Measurement set for release tomorrow.
That said, CIMM found that local broadcasters believe the data would be a vast improvement over the ratings currently provided by Nielsen to measure audiences in their markets.
The study is based on 85 confidential interviews with executives from various industry sectors, including the main originators of the data (cable, satellite and telco video programming distributors), data processors and software vendors, networks and other programmers, agencies and advertisers, trade groups and hardware manufacturers.
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