Nielsen Media Research announced plans to integrate mobile and web TV with internet ratings to measure viewership, reported the Hollywood Reporter.

The research company is also developing meters that track viewing on portable devices such as mobile phones and Apple Video iPods.

"Television is becoming a more personal medium, and television advertising is bought and sold on a personal basis," says Paul Donato, a research officer at Nielsen.

"What marketers really want is some sort of single-source measurement, to find out what a day in the life of a media consumer is: What they're watching on cell phones, what they are watching on iPods, what they are watching on linear TV and when they are watching," Brad Adgate, a research executive at New York-based ad buyer Horizon Media, told the Hollywood Reporter.