iPhone: The New viewer Diary for Measuring Media Consumption?

The Coalition for Innovative Media Measurement (CIMM), a collaboration between big media and ad agencies, is considering using the device as a meter to record media consumption as part of a new study, According to The Wall Street Journal.

Given the high demand for smartphone – particularly, the iPhone I blogged yesterday, in the new world, it is the iPhone that is poised to be the anchor of a new initiative to measure media consumption that covers the landscape-from TV to digital media delivered through mobile phones and computers.

CIMM 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 has a budget of about $1 for the study. Their members include AT&T, CBS, NBC, News Corp., Omnicom, Unilever and Disney. Read more of this post