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.