Nielsen has rolled out a new service to track how people use their cellphones for services besides making phone calls, reports AdWeek.

Nielsen Wireless measures how users log on to the Internet, view mobile video and access other content on their phones.

The first phase of the project, which is just launching, will imbue the company with a sense of just how big the market is. It will also allow Nielsen to see how using add-on features impact the use of mobile phones to actually make calls. After this phase, Nielsen will convene a panel to measure mobile content.

Nielsen is currently in the process of identifying which mobile services, and what mobile content, are in use by the 10,000 households to which they have access.

One study-worthy element this service will illuminate has to do with the joining of traditional TV viewing data to wireless carriers. This is expected to garner interest among advertisers looking to further target their ads on the mobile platform.

The Nielsen Wireless service will be available next month.