Comcast and Nielsen have joined forces to begin testing commercial ratings for the use of iPads and other mobile devices, Advertising Age reports. Comcast broke the news at the Cable Show, taking place this week in Boston.
The story reports: “Nielsen has systems in place to measure on-demand and online viewing, but C3 ratings for tablets have been the missing piece of the puzzle, said Matthew Strauss, senior VP-digital and emerging platforms at Comcast.”
Strauss hopes other cable operators will join in the effort, with the goal being to aggregate all measurement into a unified currency.
“We want an industry solution,” Strauss said.
“Creating a measurement system for tablet and mobile devices, where consumers are watching an increasing amount of video, has been a point of contention in the advertising industry,” the story reports. “Mr. Strauss said if the test goes well, it will be critical to making tablets and mobile phones a viable platform for advertisers.
“The company wants to be platform-agnostic, but needs an effective measurement system to do that.”