Los Angeles – The Coalition for Innovative Media Measurement
(CIMM), a collaboration between big media and ad agencies, is considering using
Apple’s iPhone as a meter to record media consumption as part of a new study,
The Wall Street Journal reported.

The group is in talks with the Media Behavior
Institute on conducting a study that would see 1,000 participants outfitted
with an iPhone equipped with a diary application, which could record their
location and the media they are consuming every half-hour.

The CIMM reportedly
has a budget of about $1 for the study. CIMM members include AT&T, CBS,
NBC, News Corp., Omnicom, Unilever and Disney.


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