Media Measurement Consortium Adds Microsoft, Gannett, Hearst

The drive to increase membership for the Coalition for Innovative Media Measurement , the research initiative formed by major TV networks, agencies and advertisers, is bearing fruit as the organization has added a number of high-profile companies. At its first meeting of 2010, CIMM also provided more details on the next steps for its set-top box audience measurement project. The new members include Microsoft (NSDQ: MSFT), Hearst, Gannett (NYSE: GCI), PepsiCo, Belo (NYSE: BLC) and and packaged goods company ConAgra have signed up. With these additions, CIMM now has 21 members. The initiative had been quickly trying to expand its ranks, as CIMM needs to boost its budget beyond the $2.8 million it has to cover the next two years.

The group has already sent out requests for information from research vendors in hopes of finding better ways to study set-top box data.

As for CIMM’s the next steps in achieving that goal, the organization wants to first create a common language around the analysis of set-top box data. The group plans to begin testing the methodologies behind the “STB Lexicon,” which was inspired by the responses it got from its first requests for information it solicited from research vendors over the past few weeks. To help develop the STB Lexicon, CIMM has hired media research consultant Charlene Weisler. Release