NEW YORK -- Today, the Coalition for Innovative Media Measurement (CIMM) announced two independent, "proof-of-concept" pilot tests to measure three-screen users and their behavior with content and advertising across television, Internet and mobile. CIMM will work with both Arbitron Inc. and comScore on these groundbreaking studies. This is the first time that mobile Internet usage - including mobile video and apps - will be measured in "single source" cross-platform studies.

Arbitron will recruit a sample of three-screen users from their panel of approximately 70,000 persons who already carry a Portable People Meter (PPM) device to measure radio listening and television viewing both in-home and out-of-home. Online and mobile Internet behavior will be captured using software meters Arbitron acquired from Integrated Media Measurement, Inc. (IMMI) in 2010.

comScore will recruit a sample of three-screen users from their 25,000-member opt-in cross-platform multi-screen consumer research panel. comScore will collect online and mobile mea-surement using their technology and will combine it with "set top box" television viewing data and additional mobile Internet usage data from mobile server logs.

"These innovative, small scale pilot tests will independently explore different methodologies to capture all three-screen media usage for selected programming and advertising campaigns," explained CIMM Managing Director, Jane Clarke. "Aside from testing the methodologies, we're also hoping to gain deeper insights into the way that consumers are using media across three-screens."

"Arbitron has unique three-screen, single-source measurement capabilities through its PPM technology and panels. By incorporating the IMMI Internet and mobile meters in this pilot, we can directly link media usage across multiple platforms to the individuals and to their rich set of demographic characteristics," said Sean Creamer, Executive Vice President, US Media Services, Arbitron Inc. "We believe our three-screen measurement solution and the outcome of this pilot will influence the future direction of cross-platform media planning and buying. We thank the members of CIMM for their support of Arbitron and its cross-platform capabilities."

"We are very excited about the opportunity to help CIMM explore how consumers use media across multiple screens," said Joan FitzGerald, vice president television sales and business development, comScore. "As consumers combine their TV viewing and Internet usage with media consumption from an increasing array of mobile devices, it becomes more important for advertisers, agencies and media companies to understand their total audience and how to reach them. The Multi-Screen Consumer Panel is designed to deliver these important insights."

Coalition for Innovative Media Measurement (CIMM)