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Nielsen Explores Mobile TV Tracking With ABC

Will measure audience demographics and ad reach

ABC will participate in Nielsen's first test of new technology designed to track mobile TV viewers, Variety reported.

The test, part of Nielsen's Online Campaign Ratings system, will run until September, tracking consumers who view ABC content on its website and mobile apps. This will allow ABC to measure audience demographics as well as the frequency and reach of online ad campaigns.

The news comes a day after the network unveiled a new app, Watch ABC, which offers a live stream of programming for smartphones and tablets.

“Viewers have demonstrated that they want to watch ABC content everywhere they can," said ABC president of sales Geri Wang at the network's upfront on Tuesday. "That increasingly means on their smartphones and tablets. This trial with Nielsen is a significant next step in allowing us to help advertisers see the whole picture.”

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