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ABC to Participate in Nielsen Effort to Track Mobile TV Viewers

Walt Disney Co.’s ABC, responding to the proliferation of smartphones and tablet computers, said it will participate in Nielsen’s trial of new technology designed to measure the mobile-TV viewing audience.

The test of the Nielsen Online Campaign Ratings system will run through September, the companies said today in a statement. ABC is seeking to measure audience demographics and the reach and frequency of online ad campaigns.

The agreement coincides with this week’s introduction of Watch ABC, a service that will let pay TV viewers, initially in New York and Philadelphia, have live access to their favorite shows on the network on computers and mobile devices. TV networks are introducing such products to attract the growing numbers of consumers who watch videos away from their home sets.

Disney, the world’s largest entertainment company, gained 0.2 percent to $67.47 at the close in New York. The shares have increased 36 percent this year, compared with 16 percent for the Standard & Poor’s 500 index. Nielsen Holdings NV, based in New York, fell 1 percent to $34.65.

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