NEW YORK: In a significant nod to the mushrooming popularity of cellphone-viewed TV, The Nielsen Company has bought its way into the mobile arena with the acquisition of Telphia, a respected provider of US cellphone usage data.

Hypes Nielsen evp Susan D Whiting: "We follow content wherever it goes across all platforms, and this is a really significant step forward in measuring content across mobile platforms."

But she remained silent as to the cost of the deal.

TV companies are understandably enthused at the move which is likely to enhance ad income once mobile viewing data becomes available.

Says NBC Universal chief digital officer George Kliavkoff: "I'm sure it will have an effect on the consumer market because the designs that Apple introduces and the functionality always seems to be replicated by other consumer technology companies."

He added: "It helps our advertisers appreciate the full value they're getting."

Data sourced from New York Times; additional content by WARC staff