OVERVIEW

The proliferation of media distribution platforms – cable, satellite, Internet broadband, DVDs, on demand programming, etc. – brings changed consumer behavior. Consumers, not media owners and distributors dictate media consumption. With this shift in control, audience measurement must also change, filling the void left by increasingly ineffective traditional methods.

IMMI’s new integrated media measurement system tracks media usage for each individual panel member across all current media delivery systems, providing accurate, aggregate snapshots of media consumption levels and behavior – as well as behavior patterns and variation on a very granular level.

Using a digital monitoring system and software installed on cell phones and PCs, IMMI tracks consumer media exposure 24/7 – including media that other research companies are unable to measure accurately, if at all:

Television viewing outside the home
Time-shifted and on-demand viewing
Radio
DVDs, audio CDs
Theatrical films, live concerts and sporting events
Cell phone videos and games

IMMI is a true cross-platform measurement system that tracks the behavior of each viewer, and reveals how much viewing on different platforms is duplicated, how much is unique, and how each platform is being used.

The need for cross platform media measurement grows along with the increasing demands for measuring actual behavior – in real time and not by proxy. IMMI supplies the metrics as well as the currency of information demanded by content owners, distributors and advertisers/agencies.

Sellers of media content and advertising receive estimates of audience characteristics and size, enabling them to establish competitive price points and justify premium ad rates.
Buyers of media content and advertising receive estimates of audience reach across different media, enabling them to cost effectively and efficiently manage their media budgets.

IMMI solves the problems associated with most existing media research by providing:

Comprehensive tracking of all media from a single source, the consumer
Unobtrusive and totally passive data collection, eliminating the need for any activity that might alter panel members’ behavior, or for special encoding by media providers
Cell phone and PC-based data collection using hardware that research panel members know how to operate
Real-time reports with detailed demographics that reveal individual behaviors, not just group averages
Automated recruiting and panel management that are relatively easy to manage and more cost-effective

More accurately than any other media measurement service, IMMI answers these key questions:

What is the true reach of my advertising, including outside the home, on the Internet, and during time-shifted or on-demand viewing?
Where and when should I advertise?
How can I measure additional media audiences that are not accurately measured today, especially the on-the-move consumer who views media on demand, on the Internet, and via mobile devices?

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