Content Solutions

WHAT IS IT?

CIIM Scores measure Cultural Relevancy. Cultural relevance is defined by a consumer’s own perceptions of culture in communications. CIIM measures every show and program through 10 key cultural attributes:

CIIM™ CULTURAL ATTRIBUTES

Cultural Representation

Authenticity

Unbiased

Cultural Identification

Cultural Values

Cultural Pride

Cultural Respect

Cultural Celebrations

Role Models

Positive Reflections

Our Methodology

Segments

Testing Process

  • Asian
  • Black
  • Hispanic English
  • Hispanic Bilingual
  • Hispanic Spanish
  • LGBTQ
  • People with Disabilities
  • White Non-Hispanic
  • Overall Multicultural & Inclusive
  • General Population Weighted

Testing Process

Respondents self-select shows that they are currently watching or have watched in the past from the networks they are most likely to have watched them on. 

Respondents are then asked a series of questions in each of their selected shows that are then aggregated and used to determine their ultimate cultural relevance.

Selection Process

Reach

The majority of shows are selected by utilizing the latest Nielsen NPOWER, Program rankers across Broadcast and Cable 

Top 100 shows and movies for audiences evaluated in the survey as well as composite 

Audience Composition

Top Audience composition shows with 2x the viewer composition of each segment 

Representative Casting

Some shows for LGBTQ, People with Disabilities, and Asian were added from reports from trade magazines based on inclusivity and storylines. 

Nomination

Nominees for Oscars, Emmy’s, People’s Choice Awards, Golden Globes, GLAAD, SAG, and NAACP 

Solutions

Standard English Shows Testing

What’s included in the deliverable:

  • CIIM Scores
  • Cultural Relevance Measures
  • Viewer Preference Scores

Standard CIIM Show testing sample size:General Market n= 300, WNH n=100, Hispanic English Media Viewers n=65, and Black n=65, Asian English n=50, LGBTQ n=50, People with Disabilities n=50, Native Am n=15

Standard English Movies Testing

What’s included in the deliverable:

  • CIIM Scores
  • Cultural Relevance Measures
  • Viewer Preference Scores

Standard CIIM Show testing sample size:General Market n= 300, WNH n=100, Hispanic English Media Viewers n=65, and Black n=65, Asian English n=50, LGBTQ n=50, People with Disabilities n=50, Native Am n=15

CONTACT US FOR MORE INFORMATION REGARDING OUR CURRENT SOLUTIONS

7 + 6 =

Discovering cultural relevance insights that align with the brand, CIIM™ Ads testing early-stage creative to guide final creative and maximize impact for advertisers

Incorporating CIIM™ Content cultural relevance scores with reach and frequency planning/media optimizers while leveraging the multiplier impact of minority owned/targeted media through the Diverse Media Accelerator™

Incorporating DEI reflections in ads, establishing baselines, tracking DEI Accelerator™ progress, and improvement on brand trust

Applying CIIM™ Content to understand urgency to develop characters and storylines that authentically depict MC & diverse audiences

Setting CIIM™ Ads cultural relevance performance benchmarks by brand and by segment while infusing cultural insights from creative brief to final execution