Is there an industry need for innovative media measurement? More to the point, is there a need for leading television networks, media agencies and marketers to organize a coalition to advance innovation in media measurement? The Coalition for Innovative Media Measurement (CIMM) has posted two requests for proposals on its website (www.cimm-us.org/rfp.htm) and is anticipating significant interest from media research suppliers including both Nielsen and WPP's TNS. The history of media and advertising industry consortia and coalitions, as I am too painfully aware, is one of failure and rejection. Can CIMM, formed with nearly $2 million in seed funding from 14 founding member companies, beat the odds and generate meaningful and long-term advances? In this week's detailed full report I review CIMM's objectives, share my perspective on the Coalition's prospects, and argue for increased industry support.
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Jack Myers consults with media, agencies and marketers on transformative business models and revenue growth strategies. He can be contacted at jack@mediadvisorygroup.com.
Jack Myers Media Business Report is published by M.E.D.I.Advisory Group, LLC.