Nielsen is planning to announce a tool on Tuesday that will track online TV viewing, according to a report in the Wall Street Journal. The tool, called “Nielsen Digital Program Ratings,” will primarily allow networks track viewing of the shows that they stream on their own websites.
Pilot partners include Fox (s NWS), NBC (s GE), ABC (s DIS), Univision (s UVN), Discovery and A+E. AOL (s AOL) is the only digital video company participating in the pilot; Hulu and YouTube (s GOOG) aren’t participating yet. The tool will open up to others this fall.
The tool can’t be used yet to track viewing on mobile devices, though Nielsen said that capability is coming, and because it does not include many online sites, it can’t give advertisers and networks a full view of how viewers are watching TV online.
Nielsen also announced in February that it plans to add cord cutters to the households whose TV watching habits it tracks.
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