The Nielsen ratings service and the Coalition for Innovative Media Measurement (CIMM) have agreed to form an Innovation Committee to collaborate on Nielsen's mobile Television Audience Measurement initiative (mTAM) for tracking multi-platform audience behaviors, the parties announced today.
The joint effort represents an advance in Nielsen's ongoing attempts to develop ways to accurately gauge mobile platform content viewing and related behaviors. This summer Nielsen expanded and improved its Local Audience Ratings service, and began to set the foundation for improving cross-platform audience measurement.
The company is currently testing a smart phone/tablet application to record television viewing information, also available in a more traditional Website version to mirror ongoing trends in cross-platform content viewing.
With an initial focus on local media markets, CIMM and Nielsen will pursue early-stage proof of concept tests to assess the utility of multi-platform solutions. They will further collaborate on the future direction of the mTAM initiative as well as other relevant proof of concept tests.
- here's the Nielsen/CIMM release
Nielsen in July outlined cross-platform measurement plans
CIMM also has worked with Symphony on cross-platform measurement