Can Nielsen’s Mobile Measures Disrupt Advertising?

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Oct. 29 (Bloomberg) -- Bloomberg News Managing Editor of company news Tom Giles and Adam Parker, chief U.S. Equity Strategist at Morgan Stanley, discuss the challenges Nielsen faces as it branches out to measuring mobile media viewers and how that may impact advertising dollars in the future. He speaks on Bloomberg Television’s “Bloomberg Surveillance.”

The reality of you and your cell phone -- tech coverage at bloomberg news -- is this a new new for nielsen or sis the same old idea trying to keep up?

Nielsen is trying to keep up.

The tv audience has become so dispersed.

We are watching about tablets, mobile phones, ipods.

Do you triple screen?

I barely singlescreen.

I just moved to new york.

You have it on your tv, you have your laptop open, you are watching clips.

That is a hard audience to measure.

Nielsen is trying to stay up of the times.

They have just started factoring in twitter to the equation.

And now mobile devices.

They have a long way to go.

Think about how many different ways you can watch tv right now.

This is something for nielsen to do, but it will do -- will it shifts the way advertisers will shift their dollars?

Overtime, yes.

The audience is getting bigger and bigger all the time.

A think about the way you watch tv.

You are not just sitting in front of the tv anymore.

Which network when's -- wins?

The networks are aware of the fact that they have an audience everywhere now.

They are having to package their tv shows differently now.

Sports?

Absolutely.

Netflix, as well.

Adam, i look at tom's world as a hockey stick.

Do you think they're overpriced?

Fast-growing stocks that are cheap underperform fast-growing stocks that are expensive.

When you look at the ones that are growing -- you don't want to say, i don't like stocks that are expensive, if they are fast- growing.

You want to be confident that they will not miss the revenue expectations.

Nielsen does not disrupt that?

Some of them have gotten very expensive.

I hear a lot about 1999 -- when the growth backdrop is low, people will pay a premium for the growth is there as long as they don't miss on revenue.

Back to nielsen, there has always been criticism about nielsen's methods.

Can they do this credibly?

You also have to consider that the mobile views are not even in real-time.

It will not be factored into when you talk you later how much you charge advertisers.

A lot of the mobile viewing is still eight.

They are very much in a game of catch-up.

This is not like calculating "gunsmoke" on sunday night?

Twitter has a big role to play on this too.

They recognize that we are interacting all the time on tv.

You don't watch the world series in a vacuum.

You are looking at what the tweets say about it.

They get that.

And that's with a hook to monetize on.

Good story on nielsen.

Housing have been a bright spot.

What happened?

?

This text has been automatically generated. It may not be 100% accurate.

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