Nielsen to Track Cellphone Ad Media

08 June 2007

NEW YORK: Advertisers, wireless carriers and entertainment providers will shortly be offered data on media consumption among US cellphone users, following next month's launch of a new tracking service.

Nielsen Wireless, which debuts in July, will help businesses gauge what kinds of media are popular as increasing numbers of users look to mobile devices to access the web or watch video clips.

Data from Nielsen Media Research reveals that over 33 million US consumers aged 12-plus used their cellphone to access the web in Q1 2007, while more than 8m watched video. Total US wireless subscriptions are estimated at around 230m.

Entertainment and advertising are expected to be fast-growing sources of revenue, both for media firms and telcos, as improved 3G connections and more sophisticated phones become commonplace.

Data sourced from Financial Times online; additional content by WARC staff