NielsenConnect and ESPN will be looking at the latters’ audience, with the intention of working out who is looking at the content and where. “By tapping into a number of Nielsen divisions, including Nielsen Mobile (Telephia), NetRatings, and Nielsen’s new TV/Internet Convergence panel, the two companies will work together to combine and “fuse” data in order to understand how consumers interact with the ESPN brand across platforms. That, in turn, will help Nielsen develop cross-media measurement...“At the end of the day, we can’t tell you what the three screens [Internet, mobile, on-air] deliver,” said Artie Bulgrin, senior vp of research and sales development for ESPN. “We need that to establish confidence for the advertisers. This is about gaining insights that were never before possible” reports MediaWeek. The issue is how much of the ESPN Mobile audience is new, or from the web or TV channel, and so on.