Elsewhere on the topic of funding research initiatives, Mediapost reports that the TV-agency-marketer backed Coalition for Innovative Media Measurement is trying to boost its budget beyond the $2.8 million it has to cover the next two years.

CIMM’s plan is simply to sign up more members, Alan Wurtzel, NBC Universal (NYSE: GE) research president, told Mediapost. But some unspecified media companies who were left out of the original set up feel a little slighted, and are therefore reluctant to join now that they’re money is needed. Still, there are a few big names left who don’t mind the late invite. Scripps Networks Interactive (NYSE: SNI), the parent of Food Network and HGTV, and media agency Carat are expected to lend their representation to CIMM. To get a voting seat, members have to provide $100,000 annually; non-voting members can join for $25,000 a year.