The news comes from multichannelnews.com, which quoted Matt O’Grady, Nielsen’s executive vice president of media audience measurement as saying: “Right now, iPad streaming is not having an impact on ratings. But we’re taking [the project] dead seriously because our clients need to know what the viewing is on tablet and smartphone platforms.”

A Nielsen spokesperson told Research that the agency would be looking to expand the service to other partners once the testing period is complete, though it would not confirm the identities of the companies it is currently working with.