First Project to Gather Critical Information of Whole Family TV, Internet and Mobile Content Consumption In and Out of Home
The Coalition for Innovative Media Measurement (CIMM) announced today that it has chosen RealityMine to undertake the Children and Teens’ Measurement project. The aim of the project is to enable a thorough and comprehensive view of cross-platform, digital and mobile measurement of content and ads among children and teens aged two to 17.
The initiative, which includes TiVo Research TV viewership data, will be the first to use a router meter for a whole home view of Internet content consumption combined with state of the art passive metering, audio fingerprinting content recognition, and advanced behavioral analytics.
“With the ability to comprehensively analyze the total media consumption and behavior of kids and teens, our industry will be able to gain unique insights, derived from quantifiable data, into how all digital devices are being used by the next generation of media users,” said Jane Clarke, CEO and managing director, Coalition for Innovative Media Measurement. “For the first time we’ll be able to have a look inside the new dynamics of cross-media usage of the entire family within a household, describe the total consumption behaviors of individuals and obtain a view on total viewership across platforms of individual programs.”
CIMM’s Kids & Teens Measurement Committee issued an RFP for a vendor to provide the solution for improving cross-platform measurement for kids and teens. CIMM received many responses, with RealityMine in partnership with TiVo Research meeting all the device and demographic measurement criteria as well as being able to do so with privacy and COPPA-compliant methods.
“The digital landscape is becoming ever more complex to measure as consumers adopt a wider range of screens, and an entire generation emerges as fully-connected content consumers,” said Rolfe Swinton, Chief Research Officer of RealityMine. “The kids and teen segment has so far been unreliably measured and we are excited to be a part of building this framework to understand their digital behaviors and media consumption.”
“This innovative approach to understanding and capturing how content and media is being consumed today will give our industry much needed insight into behaviors across all screens and platforms,” said Colleen Fahey Rush, EVP, Chief Research Officer, Viacom. “We’re thrilled that CIMM is initiating this important project.”
“At Turner Broadcasting, we have long stressed the importance of capturing a more complete, accurate picture of how kids and teens are consuming content across our linear, digital and mobile platforms, and this new project will go a long way in finally achieving that goal,” said Jeff Grant, senior vice president of research for Turner Broadcasting’s Cartoon Network, Adult Swim, Boomerang, and truTV. “The ability to measure total consumption of content while protecting consumers’ privacy will be a game-changer for the media industry, and we’re proud to play an active role in this process.”
Marc Normand, vice president of research at Disney Media Sales & Marketing, said, “Partnering with CIMM not only enables us to be proactive with kids measurement, but also enables us to go beyond what Nielsen and comScore can currently offer. Since kids are the future of our business, it’s really important that we account for their cross-platform behavior. We look forward to seeing results as early as this year.”
The project calls for RealityMine to recruit a family panel of 500 households, with at least one child aged 2-17. The panel will be recruited from among TiVo Research’s PowerWatch panel, which is comprised of TiVo® subscribers who have agreed to participate in research. TiVo Research data is intended to provide second-by-second video viewership data for linear and DVR content and advertising. In addition, TiVo Research will provide aggregated data about Video on Demand and Over the Top TV usage.
Additionally, panelists will install a “whole home” router meter to capture all internet traffic in and out of the home, including measuring gaming consoles, Smart TVs and connected TV devices, and social network usage. Family panelists will install RealityMine’s mobile measurement apps on their mobile phones, tablets, and PCs, which will provide ID authentication for both children and adults, to passively capture media consumption both in and out of home through a combination of metering and audio content recognition. This passive data will be integrated in a privacy-compliant manner with the TiVo Research set top box data, in order to provide a robust view on total viewing.
“TiVo Research’s granular second-by-second viewing data is an ideal complement to RealityMine’s passive digital measurement for making possible an integrated view of total media consumption. We are most excited to be working with RealityMine to demonstrate the potential of integrating set top box data with passive digital measurement to generate fresh insights into cross-platform media behavior,” said Jonathan Steuer, TiVo Chief Research Officer.
The project fits CIMM’s mission to test innovative approaches to cross-platform measurement of all audiences, including the kids and teens demographic which to-date have been harder to measure.
The Coalition for Innovative Media Measurement (CIMM) is comprised of leading video content providers, media agencies and advertisers that aim to promote innovation and foster efficiencies in audience measurement for television and cross-platform video. CIMM explores and identifies new methodologies in audience measurement and verifies these approaches through a series of pilot tests and studies conducted with independent measurement companies. CIMM’s primary focus is on two key areas: the current and future potential of television measurement through the use of return-path data, and new methods for cross-platform media measurement.
With headquarters in Manchester, UK, and offices in New York, Los Angeles, Chicago, Silicon Valley and now Sydney, RealityMine’s market-leading RaaS (Research as a Service) platform enables market researchers to actively engage with opt-in panelists regarding their daily behavior, while passively collecting and analyzing their digital activity across devices including mobile phones, tablets, PCs and smart TVs. RealityMine uniquely combines proprietary passive mobile metering technology with active eDiary and other in-the-moment survey tools to quantify the context of consumers’ daily lives and their media consumption behaviors.
RealityMine’s TouchPoints syndicated research service is used by major media agencies and owners for granular day-in-the-life insights, cross-media audience flows, and tracking of the consumer journey along the path to purchase. The data is currently available in the U.S. and Canada, as well as in Britain through the IPA; additional countries are planned to launch in the coming months. RealityMine also recently launched the TouchPoints Hispanic panel in the US, with data becoming available June 2015. RealityMine operates in over 20 countries around the world and on every continent except Antarctica.
About TiVo Research
TiVo Research and Analytics, Inc., a wholly-owned subsidiary of TiVo Inc. (NASDAQ: TIVO), is a leading media marketing and analytics software company whose products help advertisers, agencies and television networks improve advertising targeting, accountability, and return on media investment within the Automotive, Consumer Packaged Goods, and Pharmaceutical industries, as well as a growing number of client CRM engagements. TiVo Research’s web-based Media TRAnalytics and TV Health Ratings platforms match the TV advertising households actually receive with the products the same households actually buy, enabling clients to find “The Right Audience” while providing an unmatched level of transparency, measurement, media planning/selling and improved ROI. More information at: www.tivoresearch.com.
TiVo Inc. (NASDAQ: TIVO) is a global leader in next-generation television services. With global headquarters in San Jose, CA and offices in New York, NY, Boston, MA and Durham, NC, TiVo’s innovative cloud-based Software-as-a-Service solutions enable viewers to consume content across various screens in and out-of-the home. The TiVo solution provides an all-in-one approach for navigating the ‘content chaos’ by seamlessly combining live, recorded, on-demand and over-the-top television into one intuitive user interface. The TiVo experience provides TV viewers with simple universal search, discovery, viewing and recording from numerous devices, creating the ultimate viewing experience. TiVo products and services are available at retail or through a growing number of pay-TV operators world-wide. TiVo’s multiple subsidiary companies provide the broader television industry and consumer electronics manufacturers with cloud-based video discovery and recommendation options, interactive advertising solutions, and audience research and measurement services. More information at: www.TiVo.com.
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