Video and TV ratings combined on CIM.be
CIM public data for TV now combine "first" and "other" screens with ratings that aggregate Television Audience Measurement (TAM) data and audience information on streaming the same programmes on any device (in that case coming from CIM Internet traffic measurement). Is it something actionable for advertisers ? Not really, for the following reasons:
- reporting is limited to content, ie programmes: advertising performances are not part of it
- it combines information measured at individual level (TAM) and data streams captured at browser level
- obviously these data are not profiled: peoplementer data cover all individuals 4+ and stream data are machine-based figures
- online surpluses are very limited: for the latest top 20 programmes, the online "bonus" represented 0.9% for Flemish programmes and 0.3% for French-speaking programmes.