Nielsen has teamed up with Integrated Media Management to measure TV viewing that takes place outside the home. The process involves 3000 participants divided into six panels of 500 each carrying a mobile phone with metering technology developed by IMMI. “The phones will collect passive digital signatures from television telecasts that IMMI will match with audio signatures collected by IMMI from actual telecasts. The signatures will be transmitted to IMMI computer servers for reporting,” reports Multichannel. The initial panels will be located in New York, Chicago, Los Angeles, Miami, Houston and Denver. The new service is part of Nielsen’s Anytime Anywhere Media Measurement (A2/M2) initiative which seeks to measure viewship on any platform in any location.