The CIMM launches a study on the measurement of passive television
June 18, 2021
In New York, the research research organization, the Coalition for Innovative Media Measurement (CIMM), has partnered with media measurement technology company HyphaMetrics to launch the Passive TV Measurement Study, aimed at understanding how time is spent on all television platforms.
A subsidiary of the Advertising Research Foundation (ARF), the CIMM conducts research that explores two main areas: the current and future potential of TV measurement through the use of return path data; and new methods of measuring cross-platform media. His new study is designed to assess methods of assigning person-level demographics to machine-level TV exposure datasets – on linear TV, OTT devices, Smart TV applications and video game consoles. CIMM will use the HyphaMetrics methodology, which includes both active and passive methods combined with machine learning, to better understand household behavior for the measurement of âpeople in the roomâ.
Using HyphaMetrics’ home panel, which captures individual viewing behavior for an entire household in all media viewing environments, the study will assess the incremental value of viewing at the detected person level, by using an approach that includes Wifi, Bluetooth, infrared and machine learning. . HyphaMetrics will compare its approach to people visualization data collected in a concurrent telephone survey by a third-party call center, and the pilot test will take place over the next few months in 100 homes.
Joanna Drews, CEO and Co-Founder of HyphaMetrics, explains that her company’s method measures the ‘exact moment’ of individual media exposure on all platforms and devices, while identifying secondary viewers, as someone who enters the room after the primary viewer has logged in. CIMM CEO Jane Clarke (photo) adds: âThe industry has long sought to know, in real time, who is watching what and in what format. With HyphaMetrics, we hope to establish validity between the presence of a person detected by the meter and the source of “in-the-moment” truth from the telephone survey to identify which TVs were on, what was being watched, and which members of the team. Housekeeping was in the room with televisions on.
Websites: www.cimm-us.org and www.hyphametrics.com.
All 2006-21 articles written and edited by Mel Crowther and / or Nick Thomas, unless otherwise noted.