Tallying Up Viewers

Some of the nation’s biggest media companies and advertisers, seeking to develop new ways of measuring audiences, could make Apple Inc.’s (AAPL) 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.

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