CIMM adds media firms to coalition

Membership now 21 content providers, agencies, advertisers

NEW YORK -- The Coalition for Innovative Media Measurement has added media firms Gannett, Belo and Hearst, as well as PepsiCo, ConAgra and Microsoft, expanding its membership to 21 content providers, media agencies and advertisers.

CIMM on Monday also unveiled the next steps in its set top box measurement initiative, saying it will establish a common set of terms for analyzing and processing STB measurement, and then begin testing them.

The group was launched last year to explore new methodologies and approaches to audience measurement through a series of pilot studies. Its founding members include Time Warner, NBC Universal, News Corp., Disney, CBS Corp., Viacom and AT&T.
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