This small news item may go down in history as a Rubicon moment. Nelson Company who compiles ratings of US television audiences now considers phones a serious programming outlet that deserves tracking. This confirms my suspicion that television is a transient fact, although I wouldn’t say that it will die. It will just mutate. Just like humans.
Cellphones are rapidly becoming ubiquitous and the Nielsen Company, the longtime monitor of television consumption, wants in.
Nielsen said yesterday that it had agreed to acquire Telephia, a private company based in San Francisco, for an undisclosed amount. Since its founding in 1998, Telephia has become one of the most respected sources of data about cellphone use — tracking consumers’ phone calling, mobile Web surfing, video viewing and just about everything else. Nielsen has been building mobile tracking products on its own, but Telephia will greatly advance its ability to track media consumption on every screen, Nielsen executives said.