Nielsen's New Out-of-Home TV Rating System Uses Cell Phones to Track Viewing

Nielsen teamed with Integrated Media Mesurement Inc. to create the first out-of-home national television rating system, the companies announced yesterday. IMMI uses cell phones to measure consumers' media consumption wherever they happen to be, making it possible to track viewing in locations like gyms, offices, and bars.

The full press release can be viewed here. 

Andy interviewed Steve Jurvetson at the AlwaysOn conference about IMMI, one of the companies where his premier venture capital group Draper Fisher Jurvetson has invested.

Jurvetson also talked about other exciting companies in DFJ's portfolio, like women's lifestyle site and Web 2.0 success story Glam. The site has rocketed past competitor iVillage to become one of the top 15 most popular Web sites in the United States, receiving more U.S. impressions per day than Facebook, Jurvetson says.

--Kelsey Blodget, Associate Producer