All power that is consumed by your board eventually gets converted into heat, of course, minus any light energy that will typically be dissipating through, say, backlight in an LCD. Or I am missing something here.
The 8-10 W is a close to what I measured as well. Did you also measure the die temperature under peak load ? How much it was ?
You can use the following command, for example to see CPU die temperature
cat /sys/class/thermal/thermal_zone0/temp
From here the problem goes into thermal simulation domain - to get precise answer of the Heat Sink Size etc. We can get quick answer by using some off the shelf heatsink ( there are many available at digikey to fit in for i.MX6) and see if it makes the i.MX6 die temperature acceptable.