Just bought by WPP, Integrated Media Measurement delivers media data via a mobile phone by sampling ambient audio noise. So Peoplemeter households can look forwards to a future with one less gadget in the house. The system tracks all this stuff:

• Television viewing outside the home
• Time-shifted and on-demand viewing
• Radio
• DVDs, audio CDs
• Theatrical films, live concerts and sporting events
• Mobile phone videos and games

But kind of misses out on quiet stuff like magazine reading and internet browsing.