CIMM audience measurement to meet with STB data firms

The Coalition for Innovative Media Measurement has confirmed it will meet with five of the research firms currently providing set-top box data as a first step towards figuring out how the data could be used to measure TV audiences. The five companies asked to participate in the proprietary meetings are Nielsen, Rentrak, TiVo, TRA and TNS Media Research.
Formed in September, CIMMís 15 members are seeking alternatives to traditional TV measurement by pooling funds and soliciting new research. At the meeting, CIMM hopes to solicit feedback from the companies about the RFP recently posted on the organisationís Web site and how they would like to work with CIMM going forward.
CIMM is also hoping that through a series of meetings, it can depart from the typical RFP process of awarding a single contract and instead foster a collaborative relationship among the research and data providers to identify multiple projects that would meet the RFP.