• by Laurie Petersen , June 29, 2007

Nicholas Covey from Nielsen Wireless says that in May people watching video on a cellphone watched 25% less traditional TV than the general population. Covey says Nielsen should be introducing a new product next month on the TV viewing behavior of mobile consumers. That behavior varies by carrier.

Meanwhile, he said the Nielsen acquisition of Telephia should close in the 3rd quarter but look for merged data sets before then. The deal should allow Nielsen to really get at some of the 3 screen questions, he said.

Jupiter Research analyst Emily Riley projected marketers will double their spending on mobile in the next two years -- taking it to a $2 billion ad market. She encouraged marketers to get in now to enjoy the relatively clutter-free ad environment before everyone else jumps in. While the effort involved to get any kind of scale may be great, the impact makes that effort worthwhile, and the value of the consumer reached makes it especially worthwhile.

More on this panel later.