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You know Nielsen. That company that puts a box on your TV and says that you’re part of a representative sample of how many people watch certain shows and other programming. Well, it now appears that they’re getting into the mobile phone survey business, too. They’ve performed a survey relating to mobile advertising. And what they’ve found is that 58 million people, which as the headline indicates represents over 20 percent of all U.S. cell subscribers, have seen a mobile ad in the past 30 days. Could we see a more rapid development of this platform of advertising than we had originally thought?

However, despite the penetration rate, only 10 percent of people said the ads are “acceptable.” I’m not sure how they define acceptable, but I’m sure that a certain percentage of respondents find that all advertising is unacceptable. So that’s going to skew results.

Despite only 10 percent finding the ads acceptable, 28 million responded to them. I’ll never be able to figure that one out. Then again, the term “responded to them” is a bit ambiguous. Did they click through? Did they perform some other kind of indicative action?

I’m surprised that only 32 percent of people said they’d trade ads for a lower monthly bill. I thought most people would be on board for that type of deal. I guess not.

The kicker: Only 23 said they expected to see more mobile phone advertising. That makes 77 percent of the population wrong. We’re only going to see more mobile advertising in the future. Mark my work.

[Broadcasting & Cable]

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