• by Wayne Friedman , August 19, 2009

Just linked with a new measurement consortium that could rival Nielsen Media Research, Time Warner has announced that it has struck a unique, wide-ranging seven-year deal with Nielsen.

The companies say the agreement is the first of its kind, bringing together all Nielsen services under one contract -- including Nielsen's television, online and mobile measurement services, as well as research on advertising segmentation and targeting and consumer engagement.

The Time Warner-Nielsen deal covers all of Time Warner's broadcast, cable, syndication business units and affiliates, including Turner Broadcasting, The CW Television Network, HBO, Warner Brothers Domestic TV Distribution, Time Inc., RET Media and station WPCH.

Recently, it was revealed in the Financial Times that Time Warner, other major media companies, two big media agencies, and three major advertisers were part of a consortium looking to create a venture that would be a single source of measurement to evaluate their video content. So far, none of the companies in the reported venture have commented about the deal.

Nielsen services include national and local television ratings; online and mobile measurement; segmentation and targeting from Nielsen Claritas; consumer engagement from Nielsen IAG; and media analytical tools from Nielsen IMS.

Time Warner and Nielsen executives did offer a perspective to other possible measurement initiatives, including ones that may compete with Nielsen. Turner Broadcasting System's Chief Research Officer Jack Wakshlag said in a release: "We have also agreed to continue our collaboration to foster innovation in the media measurement space."

Sara Erichson, president of media client services of North America for The Nielsen Company, said: "Through the years, Time Warner has collaboratively worked with us to help improve the media measurement business as a whole, and we look forward to continuing that work."