In the US, cable TV and Internet provider Comcast has partnered with Nielsen to test ratings measurement on portable devices such as iPads, tablets and mobile phones - currently a gap in the research giant’s 3-day playback ratings offer (C3).

C3 is currently defined as ‘the ratings for average commercial minutes in live programming plus three days of digital video recorder playback’. Its extension to include portable devices has been mooted for some time and other networks such as Fox and ABC in the US are working on similar metrics. These new initiatives should complete the loop and allow advertisers to buy space based on measured cross-media viewing figures.

Matthew Strauss, Comcast’s SVP Digital and Emerging Platforms says the new measurement will provide ‘the missing piece of the puzzle’ giving a single aggregated figure.

Comcast is based in New York with offices throughout the US and can be found online at www.comcast.com . Nielsen’s global home page is www.nielsen.com .

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