ARF-CIMM is good news, but let’s get CREative

The ARF logoThere was interesting news in the audience measurement business yesterday. Several outlets covered the announcement that the Advertising Research Foundation (ARF) will acquire the Coalition for Innovative Media Measurement (CIMM). As a couple of articles noted, this is a continuation of the trend in consolidation in many sectors of the media business.

CIMM logoI’ve been on the sharp end of trying to sell syndicated research studies to a decreasing pool of clients because of consolidation. I can imagine that CIMM was dealing with a similar issues among its membership in the wake of the Disney-Fox, Discovery-Scripps, and other recent deals. The ARF, facing an increased battle to be relevant, gets a high-profile, major initiative “off the shelf.” It seems to be a win-win situation for both sides.

CRE logoLet’s Get CREative

But let’s be adventurous and go for a trifecta. There are also the assets of the Council for Research Excellence (CRE) sitting out there, in the wake of its defunding by Nielsen at the end of 2017. These would be a nice complement to the CIMM’s body of work. In my own viewpoint, I tended to think of the CRE as dealing more with the micro issues of audience measurement while CIMM took much broader, macro brushstrokes. At the least, the CRE’s work deserves an archival home if (when?) the plug is finally pulled on the CRE website.

In any case, congratulations to the ARF and CIMM on their new marriage. Let’s hope this blended family adds some new audience research to its existing initiatives.

David Tice is the principal of TiceVision LLC, a media research consultancy.
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