Nielsen Acquires Mobile Usage Research Firm

NEW YORK/SAN FRANCISCO, June 28: The Nielsen Company has
inked a deal to acquire Telephia, a provider of consumer research on the
telecoms and mobile media markets.

Terms of the transaction, which is subject to regulatory
approval and expected to close in the third quarter, were not disclosed.
Telephia and Nielsen are both privately held companies.

This acquisition provides Nielsen with an entry into
measurement services for the estimated $350 billion mobile sector. With its
Anytime Anywhere Media Measurement (A2/M2), Nielsen is leading the charge to
measure consumer use of video and online activity on any platform. The company
recently announced that its Nielsen Wireless service will begin measuring how
many people use content services such as mobile Internet and mobile video and
what impact this has on established media behavior.

Susan D. Whiting, the executive VP of The Nielsen Company,
noted: “As media content increasingly moves from television to the personal
computer to the ‘third screen’ of the mobile device, it is essential that we
measure all platforms. Combining Nielsen’s worldwide strengths and measurement
expertise with Telephia’s cutting-edge research and measurement capabilities in
the mobile content arena expands our capabilities in the vital, high-growth
telecom and mobile media markets. Building on the compatible strengths of both
companies enables us to provide more complete consumer insights to clients
around the world.”