The World: San Francisco - Nielsen to buy mobile measuring company

Nielsen, which recently expanded its traditional TV measurement services to embrace digital marketing, is poised to acquire the mobile measurement company Telephia.

The deal, which will be completed later this year, if the US government gives it the go-ahead, reflects the trend by telecom groups to evolve into media companies in their own right.

Telephia, based in San Francisco, measures marketshare among telecom companies, and can calculate how consumers are spending their money on mobile phone-related purchases. It can also measure mobile phone quality.

Jim O'Hara, the president of Nielsen's media products, said the deal fitted the company's strategy of measuring consumer behaviour and media use across all platforms.