B&C’s Claire Atkinson reports that the Coalition for Innovative Media Measurement, a consortium focusing on “cross-platform measurement” backed by a number of major media and advertising executives, has now launched and has $1.4 million to start. While the consortium appears to be directly challenging Nielsen Media Research, which many have expressed dissatisfaction with in the past, CIMM claims it’s not trying to outright replace Nielsen.
A statement from CIMM reads: “The group will initiate, fund and evaluate a series of pilot studies with independent measurement companies focusing on two key areas: the current and future potential of television measurement through set-top-box data, and new methods for cross-platform media measurement. CIMM will publish all research findings to its members and make them publicly available as well.”
In August, word of the consortium spread and the executives, which include some serious senior level players, made it official yesterday.