Foster City, Calif. - Sony Computer Entertainment America announced on Monday that it has partnered with ratings provider The Nielsen Company to develop a measurement system for game network advertising.

Under the agreement, SCEA will share game network traffic and other data from its PlayStation 3 and PlayStation Network, which Nielsen will use to create new measurements for calculating the reach, frequency and effectives of game network advertising.

Nielsen will then combine the SCEA data with its own game usage data, collected from more than 12,000 U.S. television households.

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