CIMM

A lot of F-bombs got dropped on stage at the Coalition for Innovative Media Measurement’s (CIMM) summit in New York City earlier this week. And no, probably not the F-bomb you’re thinking of.

TV measurement is migrating from traditional sample-based systems to solutions built on big data. In other words, measuring TV audiences is becoming an incredibly complicated task, and almost no one knows that better than members of the Coalition for Innovative Media Measurement (CIMM).

NCIS: Ad Tech takes off as Washington zeroes in on Adalytics reports; Kroger says attention has yet to prove correlation to performance; and inside California’s backroom deal with Google to fund journalism and AI.

As Nike’s new CEO prepares to take over, the shoe brand is walking back on some of its direct-to-consumer plans. Plus: YouTube Shorts ups maximum video length to three minutes.

Randomized controlled trials are the best source of evidence of cause-and-effect relationships, including advertising’s impact on sales. Imagine the potential for conducting geo experiments using ZIP codes instead of DMAs.

Now that alternative TV currencies have passed the initial sniff tests, how should buyers and sellers compare their viewership numbers? The leaders of Nielsen, Comscore, iSpot and VideoAmp gathered onstage during the Coalition of Innovative Media Measurement summit in New York City to answer that question.

In today’s newsletter: European news companies are suing Google; the TV industry reevaluates IP addresses; Sridhar Ramaswamy will be Snowflake’s new CEO.

In today’s newsletter: The simmering tension between Apple and Meta keeps growing; Nielsen panels have staying power; Temu’s Super Bowl play probably won’t pay off.

The TV industry still can’t agree on the point of panels. They’re a necessary resource for measurement, but there’s no consensus about how to actually build or use them.

When the MRC revoked its seal of approval for Nielsen’s TV ratings in 2021, it spurred a hunt for alternatives. Now, media and tech companies are debating whether MRC accreditation is even necessary.