The Coalition for Innovative Media Measurement, an industry group formed last year to promote innovation in TV and cross-platform audience measurement, has confirmed the addition of six new members: Gannett, PepsiCo, Belo, ConAgra, Hearst Television and Microsoft. CIMM now has a total of 21 members.

In addition to announcing the new members, CIMM unveiled the next steps in its initiative to explore the potential of using set-top-box data for audience measurement. Based on meetings held last year with the five research firms currently providing set-top-box data, CIMM will establish a 'set-top-box lexicon,' a common set of terms for analysing and processing STB measurement.

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