Walt Disney’s ABC, responding to the proliferation of smartphones and tablet computers, will participate in Nielsen’s trial of new technology designed to measure the mobile-TV viewing audience.

The test of the Nielsen Online Campaign Ratings system will run through September, the companies said in a joint statement. ABC is seeking to measure audience demographics and the reach and frequency of online ad campaigns.

The agreement coincides with this week’s introduction of Watch ABC, a service that will let pay TV viewers, initially in New York and Philadelphia, have live access to their favourite shows on the network on computers and mobile devices. TV networks are introducing such products to attract the growing numbers of consumers who watch videos away from their home sets.

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