Time Warner has signed a seven-year deal with Nielsen for measurement and research across TV, online and mobile, for all of Time Warner's business units, including Turner Broadcasting, the CW, HBO, Warner Brothers Domestic TV Distribution, and Time Inc.

The companies say the deal, which includes national and local TV ratings, online and mobile measurement, segmentation and targeting from Nielsen Claritas, consumer engagement from Nielsen IAG, and media analytical tools from Nielsen IMS, is the first of its kind.

The announcement of the Time Warner contract with Nielsen follows reports that a number of media companies, including Time Warner, have formed a consortium to call for the creation of a new measurement service which would measure viewing across all platforms, including television, online and mobile. Insiders have said the consortium is not looking for a solution that would replace Nielsen, but reports have described it as a move that will challenge Nielsen’s dominance in the ratings and measurement arena, writes Mediaweek.

Nielsen responded to reports of the consortium by saying it has invested more than $1 billion in research to develop a three-screen measurement strategy.

Jack Wakshlag, chief research officer for Turner, said that the agreement with Nielsen will provide Time Warner with aggregate measurement and improved reporting “across the media landscape.”

In related news, YouTube announced today that it has signed a deal with Time Warner which will see the video sharing site hosting content from Time Warner-owned TV shows and movies.

Video clips from Time Warner properties will include advertising, which will be sold by Warner Bros. Entertainment and Turner Broadcasting. Time Warner will share ad revenue with YouTube. YouTube will also be allowed to use Time Warner content in its marketing efforts, according to CNNMoney.