Nielsen nabs Telephia

Co. has 100 clients in U.S., Canada, Europe

NEW YORK — The Nielsen Co. has acquired San Francisco-based Telephia, a company that measures cell-phone use, as it attempts to translate its industry-standard TV ratings to other video platforms.

Telephia has 100 clients in the U.S., Canada and Europe, including mobile-phone operators, device manufacturers and retailers, and it is a leading provider of research on consumer use of mobile phones.

Nielsen recently announced that its Nielsen Wireless service will begin to measure the use of video on mobile phones, a rapidly-expanding market that will doubtless accelerate with the release of Apple’s iPhone and the licensing of network TV shows for mobile use.

“As media content increasingly moves from television to the personal computer to the ‘third screen’ of the mobile device, it is essential we measure all platforms,” said Nielsen exec VP Susan Whiting.

Terms of the deal were not disclosed. Telephia estimates the global mobile phone industry at $350 billion. There are more than 232 million wireless subscribers in the U.S.

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