Does Nielsen Have Competition?

9/10/2009
Katelyn Latawiec
Several major companies have banded together to create the Coalition for Innovative Media Measurement, a new TV ratings system.

Several parent companies of major broadcast networks, media buying agencies and advertisers have banded together to create a new TV ratings system, an announcement said Thursday, according to the Hollywood Reporter.

The Coalition for Innovative Media Measurement will now compete against the largely popular Nielsen Company, which has dominated the ratings scene for years. The new system will implement new approaches and methodologies to measuring TV audiences.

One of the challenges CIMM will face is trying to convince advertisers that its information is accurate. The company will hire an independent manager to oversee daily operations.

Networks have had problems with ratings for awhile because of digital video recorders, cable networks and online viewing. Having their own ratings system will help them to cut costs.

The 14 companies that founded CIMM are: Time Warner, The Walt Disney Company, Interpublic Group, News Corporation, Viacom, Starcom MediaVest Group Worldwide, Procter & Gamble, Unilever, AT&T, Group M, CBS Corporation, Omnicom Media Group, Discovery Communications and NBC Universal.

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