Nielsen has announced a pilot effort for TV/video “program” content on the Internet. Called Nielsen Digital Program Ratings, this will run from May until July.

The networks that have signed on include A&E, ABC, AOL, CBS, The CW, Discovery Communications, Fox, NBC and Univision. Nielsen says this will provide similar overnight audience data, including unique audience, stream counts and reach by age and gender for TV programming viewed online as Nielsen Online Campaign Ratings.

Nielsen Digital Program Ratings and Nielsen Online Campaign Ratings will have a “holistic” view of the online and TV audience for both programming and advertising content. If all goes well, Nielsen Digital Program Ratings will launch later this year when the “weighting” of video and reporting of TV-comparable ratings is finished.

“As a companion product to Nielsen Online Campaign Ratings, Nielsen Digital Program Ratings will enable clients to better understand the online audience for their programming by harnessing the same methodology Nielsen already uses to measure the audience for related advertising,” stated Eric Solomon, senior vice president for global digital audience measurement at Nielsen.