Nielsen picking up Telephia

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The Nielsen Co., continuing its push into the mobile measurement market, reached an agreement Wednesday to acquire telecom consumer research source Telephia Inc.

Telephia is a privately held San Francisco-based company that provides syndicated consumer research to the telecom and mobile media markets. It serves more than 100 clients in North America and Europe, providing measurements of consumer behavior, product quality and consumer attitudes. The acquisition is expected to close in the third quarter.

With more than 232 million wireless subscribers in the U.S., the mobile sector is a $350 billion business.

Telephia will complement Nielsen's Anytime Anywhere Media Measurement initiative, which is dedicated to tracking new digital platforms. The company this month announced the formation of Nielsen Wireless, which will track mobile and Internet usage drawn from Nielsen's National People Meter TV sample.

"As media content increasingly moves from television to the personal computer to the 'third screen' of the mobile device, it is essential that we measure all platforms," Nielsen executive vp Susan Whiting said. "Combining Nielsen's worldwide strengths and measurement expertise with Telephia's cutting-edge research and measurement capabilities in the mobile content arena expands our capabilities in the vital, high-growth telecom and mobile media markets."

Nielsen is the parent company of The Hollywood Reporter.
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