关注跨多平台的电视受众测量，利用移动技术满足不断变化的收视行为
Contacts CIMM: Erik Milster – 212.446.1866 – emilster@sloanepr.com Nielsen: Flavie Lemarchand-Wood – 646-654-4436 – flavie.lemarchand-wood@nielsen.com
NEW YORK—September 28, 2012— Nielsen (NYSE: NLSN), a leading global provider of information and insights into what consumers buy and watch, and the Coalition for Innovative Media Measurement (CIMM), today announced the formation of an Innovation Committee designed to collaborate on Nielsen’s mobile Television Audience Measurement initiative (mTAM). Nielsen and CIMM will further develop and test different approaches to television audience measurement using both passive and active applications on mobile phones, tablets, and through an online website, mirroring how individuals use technology throughout the day. This initiative will transform self-reported viewing by taking full advantage of technology consumers use day-to-day as well as improve measurement among younger adults. The initial focus will be on local media markets.
尼尔森目前正在测试一款记录电视收视信息的智能手机/平板电脑应用程序。此外，还提供了一个与应用程序相对应的更传统的在线网站版本。多种接入点反映了观众与技术互动方式的不断变化，并为在观众消费内容的地方接触他们创造了更多机会。
尼尔森首席方法论专家迈克尔-林克（Michael Link）说："多接入点方法允许人们在一天中通过他们选择的任何类型的设备或手头随时可用的设备输入信息，"他负责监督这一领域的研究。"通过这种方式，我们增加了参与人数，并有望提高依从性，以确保我们能够捕捉到他们的所有观看信息。
"CIMM常务董事简-克拉克（Jane Clarke）表示："CIMM很高兴能与尼尔森的mTAM计划合作，对智能手机和平板电脑作为被动和主动数据收集设备进行试点测试，目的是不断改进本地市场的电视收视测量。
CIMM 和尼尔森将首先关注早期阶段的概念验证测试 (POC)，以评估多平台解决方案的实用性。CIMM 将为 mTAM 的未来发展方向提供宝贵意见，确保尼尔森测量服务提供可靠的结果，满足电视市场不断发展的需求。
Audrey Steele, SVP Sales Research & Marketing at Fox Broadcasting Company, a CIMM Member company, said, “Accurately measuring and monetizing audiences is increasingly critical as viewer behavior becomes more complex and fragmented. This is of particular concern in the local markets, where relatively small sample sizes can yield inconsistent results. CIMM and Nielsen’s push to lever the power of mobile technology to enable more representative audience measurement is a welcome step in the right direction.”
关于 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 television and cross-platform video. CIMM’s mission is to explore and identify new methodologies and approaches to audience measurement through conducting pilot studies with independent measurement companies focusing on two key areas: the current and future potential of television measurement through return path data, and new methods for cross- platform media measurement. www.cimm-us.org
Current members are: A+E Networks, Belo, CBS Corporation, Carat USA, ConAgra, Discovery Communications, Gannett, GroupM, Hearst, Interpublic Group Mediabrands, LEGO Systems, Inc., Microsoft, NBC Universal, News Corporation, Omnicom Media Group, P&G, Publicis Groupe, Scripps Networks, Time Warner, Unilever, Univision Communications, Viacom, and The Walt Disney Company.
关于尼尔森
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
