Thats the concept being adopted by Integrated Media Measurement, a company in San Mateo, California, that measures viewership in places not covered by Neilsen or Arbitron, such as sports bars, dorm rooms or even public bathrooms.
Amanda Welsh, who helped devised the companys software, says, these days, people are exposed to media everywhere they go.
For instance, an airport lobby might have CNN on the monitors, while a bar may have nights dedicated to American Idol. Shes even seen CNN in an elevator.
The new technology is designed to help advertisers and networks decide which ads are working and why.
Since it can also determine which shows are most popular in a certain environment, company CEO Tom Dipo admits that, in the future, TV executives will use the information to tout if a show is, say, No. 1 in elevator viewers.
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