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CIMM launches new task force for TV and streaming measurement

CIMM wants to strengthen review processes and comparability in TV and streaming measurement with a Strong Foundations task force.

From Social Rocket editorial team

This text was created with AI assistance and reviewed editorially before publication. All sources are linked below.

Illustrative image: analytics charts for evaluating Meta ad campaigns
Photo: Luke Chesser / Unsplash

The Coalition for Innovative Media Measurement (CIMM) is planning a Strong Foundations Implementation Task Force for TV and streaming measurement. The goal is more robust review processes and more comparable measurement products.

Why CIMM is stepping up now

Managing Director Jon Watts presented the initiative at the CIMM Summit on 23 September 2026. CIMM does not want to create a new regulator, but to better coordinate existing institutions and review procedures.

The background is a fragmented measurement market. The Media Rating Council (MRC) and the U.S. Joint Industry Committee (JIC) examine different aspects. Comscore, iSpot and VideoAmp were recertified by the JIC for 2026 to 2028.

We explain the differences between JIC and MRC in our article on TV measurement with Comscore, iSpot and VideoAmp.

Comparability is becoming more important

Linear television, streaming and connected TV are increasingly planned together. Multiple measurement providers can make sense, as long as it remains clear why systems arrive at different results.

Similar questions also arise in creator marketing and in AI-supported media buying.

For German marketers, the US debate is a signal: for international video campaigns, data source, review status and comparability should be assessed separately.

Source: https://cimm-us.org/cimm-summit-xv/