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Dauman: Measurement Will Drive TV Everywhere

Viacom CEO Philippe Dauman said recent moves by ratings measurement giant Nielsen and others to better track viewership on mobile devices could lead to a spike in TV Everywhere deals.

Dauman, speaking at the Nomura Research Media & Telecom Summit in New York Wednesday, said while ratings measurement outside the home is only starting to improve, the prospect of a reliable measure tool is "visible" now, which he said was an important step forward.

Earlier this month ABC announced it was participating in a mobile app measurement study with Nielsen to track content viewed on tablets and smartphones. It was an extension of Nielsen's Online Campaign Ratings solution announced in September 2011.

Click here to read the full story at Multichannel News.