Arbitron buys IMMI technology


Arbitron announced late Monday (6/21) it has acquired the technology portfolio, patents, and trade name from Integrated Media Measurement Inc. (IMMI), now renamed Audience Measurement Technologies Inc.

The IMMI technologies acquired by Arbitron include IMMI’s cellular phone-based technology, which is designed to capture consumer cross-platform media usage.

RBR-TVBR has reported on IMMI several times in recent years. Most recently, it was surveying Super Bowl viewers about ad response.

More to the point of Arbitron’s interest in the company, it tracked consumer multi-platform activity for NBC Universal during the Vancouver Olympics.

A couple of years ago Nielsen and IMMI announced a major joint venture to measure out-of-home television viewing, but it was called off as the US economy ran into trouble.