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The Coalition for Innovative Media Measurement, an industry group formed last year to promote innovation in TV and cross-platform audience measurement, announced Monday (Jan. 25) the addition of six new members: Gannett, PepsiCo, Belo, ConAgra, Hearst Television and Microsoft. CIMM now has a total of 21 members.
Formed last September by 14 of the nation’s largest media companies, agencies and advertisers, CIMM members are pooling funds (an estimated $100,000 each) to solicit new research.
In addition to announcing the new members, CIMM unveiled the next steps in its initiative to explore the potential of using set-top-box data for audience measurement.
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