UPDATES Big Media To Compete With Nielsen Ratings

Here’s the latest press release on that Big Media Orwellian move to make their own system of cross-platform measurement to rival Nielsen’s. It’s called “The Coalition For Innovative Media Measurement” (CIMM), and it’s being spear-headed by NBC. Because when you’re dead last in the network ratings, don’t change the programming. Change the ratings system:

NEW YORK – September 10, 2009 – In an effort to promote innovation and explore new, high quality ways to measure audiences across traditional and new media, a group of leading US television content providers, media agencies and advertisers are joining together in an historic initiative to create the Coalition for Innovative Media Measurement (CIMM).

Signaling the critical importance within the industry for such an organization, CIMM is being announced today by the following executives from all 14 founding member companies:

Jeff Bewkes, Chairman and CEO, Time Warner
George Bodenheimer, President of ESPN/ABC Sports, Co-Chair, Disney Media Networks
Nick Brien, President & CEO, Interpublic Group’s Mediabrands
Chase Carey, Deputy Chairman, President and COO, News Corporation
Philippe Dauman, President and Chief Executive Officer, Viacom
Laura Desmond, CEO, Starcom MediaVest Group Worldwide
Dina Howell, Vice President, Global Media & Brand Operations, Procter & Gamble
Laura Klauberg, Senior Vice President, Global Media, Unilever
Esther Lee, Senior Vice President, Brand Marketing and Advertising, AT&T
Sir Martin Sorrell, Group Chief Executive, WPP, holding company for GroupM
Anne Sweeney, President, Disney-ABC TV Group and co-chair, Disney Media Networks
Nancy Tellem, President, CBS Paramount Network TV Entertainment Group
Page Thompson, CEO, North America, Omnicom Media Group
David M. Zaslav, President and CEO, Discovery Communications
Jeff Zucker, President and CEO, NBC Universal

CIMM will work to explore and identify new methodologies and approaches to audience measurement. The group will initiate, fund and evaluate a series of pilot studies with independent measurement companies focusing on two key areas: the current and future potential of television measurement through set-top-box data, and new methods for cross-platform media measurement. CIMM will publish all research findings to its members and make them publicly available as well.

CIMM will be funded by the group’s founding participants, who will hire an independent managing director to oversee day-to-day operations. Any US television content providers, buying agencies or advertisers that are interested in joining CIMM should contact NBC Universal Research President Alan Wurtzel for additional information.