Nielsen Media Research Goes Electronic

Nielsen Media Research will soon be able to measure U.S. viewership of TV shows on the Internet and mobile devices.

The system to measure when TV shows are watched on the Internet, outside the home and on mobile devices is in the development stage, Tvweek.com reported Wednesday.

The ratings service plans to go to an all-electronic measurement system by 2011. Nielsen President and Chief Executive Officer Susan Whiting said the new system is called Anytime Anywhere Media Measurement — or A2/M2.

A2/M2 is the result of extensive consultation with clients, who told us clearly that we should ‘follow the video’ and deliver integrated measurement of all television-like content regardless of platform, said Whiting.