Some of the nation’s biggest media companies and advertisers, seeking to develop new ways of measuring audiences, could make Apple Inc.’s iPhone the vehicle for a study of how Americans consume media on a range of devices—from TV sets to mobile phones to computers.
The study would be one of the first major initiatives of the Coalition for Innovative Media Measurement, a high-profile collaboration between the media and ad industries begun last summer with much fanfare.
“When you go from a single-media world to a multimedia world, then all the media-measurement techniques have to change” says Jane Clark, managing director of CIMM.
