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CIMM Launches Innovative Single Source, Three Screen Measurement Tests With Arbitron and comScore

NEW YORK Feb. 11, 2011

Arbitron will recruit a sample of three-screen users from their panel of approximately 70,000 persons who already carry a Portable People Meter™ (PPM™) device to measure radio listening and television viewing both in-home and out-of-home.  Online and mobile Internet behavior will be captured using software meters Arbitron acquired from Integrated Media Measurement, Inc. (IMMI) in 2010.

comScore will recruit a sample of three-screen users from their 25,000-member opt-in cross-platform multi-screen consumer research panel. comScore will collect online and mobile measurement using their technology and will combine it with "set top box" television viewing data and additional mobile Internet usage data from mobile server logs.  

Jane Clarke

Sean Creamer

Joan FitzGerald

Both tests will enlist consumers who access media across multiple screens and will develop cross-platform metrics, such as unduplicated reach and frequency of media across screens. Single source measurement refers to the ability to understand usage across different media for the same individuals and households. Work on these pilots will begin immediately for both tests, with results available in the second half of 2011.

About CIMM

The Coalition for Innovative Media Measurement (CIMM) was founded by leading television content providers, media agencies and advertisers to promote innovation in audience measurement for tel e vision and cross-platform video. CIMM will explore and identify new methodologies and approaches to audience measurement through a series of pilot studies with independent measurement comp a nies focusing on two key areas: the current and f u ture potential of television measurement through set-top-box data, and new methods for cross-platform media measurement.

Current participants are: AT&T, Belo, CBS Corporation, Carat USA, Comcast Networks,  Discovery Communications, Gannett, GroupM, Hearst, Interpublic Group’s Mediabrands, Microsoft, NBC Un i versal, News Co r poration, Omnicom Media Group, P&G, PepsiCo, ConAgra, Publicis Groupe, Time Warner, Unilever, Viacom and The Walt Disney Company.

About Arbitron

Arbitron Inc. (NYSE: ARB) is a media and marketing research firm serving the media – radio, broa d cast and cable television, online radio and out-of-home – as well as advertisers and advertising agencies. Arbitron’s core bus i the United States m ers; and providing application software used for analyzing media audience and marketing information data. The company has deve l oped the Portable People Meter and PPM 360™, new technologies for media and marketing research.

Portable People Meter™, PPM™ and PPM 360™ are marks of Arbitron Inc.

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit .

SOURCE Coalition for Innovative Media Measurement

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