CIM ONE
Cross-media insight for broadcasters, publishers, agencies and marketers
CIM ONE is Belgium’s integrated cross-media measurement solution, developed to accurately map today’s fragmented and hybrid media behaviour. Consumers move seamlessly between print and digital, radio and podcasts, linear TV and streaming, while using multiple devices.
By combining separate studies, panels and data sources into one hybrid system, CIM ONE delivers reliable cross-media insights. This makes it possible to accurately calculate the net reach and frequency of media.
CIM ONE provides marketers with a single coherent and reliable reference framework for media planning, campaign evaluation and strategic decision-making.
Why CIM ONE
Media consumption has fundamentally changed. People watch, listen and read across multiple screens and platforms. Separate measurements per medium are no longer sufficient.
CIM ONE shifts from media-centric to consumer-centric measurement and provides one integrated view of total media usage.
For media specialists and marketers, this means:
- One complete overview of net reach and overlap across all media.
- Better insight into incremental reach.
- Data that can be directly used in media planning and agency tools.
- A solid foundation for cross-media decision-making.
CIM ONE Panel
A core component of CIM ONE is the panel, which combines two systems:
- CIM TAM (GfK): measures viewing behaviour on TV sets in approximately 1.500 households (around 3.700 individuals aged 4+), complemented by online consumption at home via the Router Meter;
- CIM XMP: a new cross-media panel with passive measurement of TV, audio and online consumption, both at home and out of home, using technology from Ipsos (Mediacell+) and RealityMine.
This approach makes it possible to measure media consumption (particularly video and audio) as comprehensively as possible, both at home and on the go, from a single source.
CIM ONE combines five modules into one integrated framework
Golden Standard
Reference framework of the Belgian population
ONE Panel
Hybrid panel for media consumption
Data Exchange
Secure linking of data sources
Personification Engine
Association of media consumption with individual users
Virtual Population
Representative virtual population
Data and reporting
The full CIM ONE framework is expected in 2027.
ToVA Planning or ToVA SP (Strategic Planning) is already available today, while ToVA Post-Buy will follow by summer 2026.
Discover more about ToVA Planning by watching the videos available on the Events and On Demand page.
News and updates
Through the CIM communications and UBA channels, media specialists and marketers are regularly informed about:
- New articles and insights on CIM ONE;
- Updates on modules, panel expansions and new reporting;
- International recognition and collaboration within cross-media measurement initiatives.
This ensures that UBA members remain continuously informed about developments in cross-media measurement in Belgium.