Nielsen Will Measure Online, Portable Media Viewers

Realizing that audiences are viewing video content through many media other than TV, Nielsen Media Research will begin measuring viewership through the Web, video iPods, DVRs and video-capable cell phones. The new program, called "Anytime Anywhere Media Measurement," (A2/M2) will enable a variety of new-media producers to measure their ratings -- opening up new possibilities for advertising and other forms of sponsorship, and providing a better understanding of viewer demographics and behavior. Measurement of portable media will be especially revealing.

Nielsen will begin rolling out A2/M2 this summer, but sees full implementation as a multi-year initiative.

Source: BuzzMachine