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Nielsen In Tests To Measure Viewing Of Cable iPad Apps

Nielsen has began testing live TV viewing of two cable operators' iPad apps. Time Warner Cable and Cablevision Systems are the operators involved, along with two programming companies Nielsen declined to name.

"Right now, iPad streaming is not having an impact on ratings," said Matt O'Grady, Nielsen's executive vice president of media audience measurement. "But we're taking [the project] dead seriously because our clients need to know what the viewing is on tablet and smartphone platforms."

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