LONDON – Nielsen may soon announce the success UK advertisers are having placing video ad campaigns on both TV and the internet when it unveils first results from the British test of its new Cross-Platform Campaign Ratings (XCR) system.

“For the UK, we recently deployed beta trials at the beginning of this month,” Nielsen VP Andrew Bradford told us during Beet.TV’s London Video Ad Strategy Summit in April. “We’re still learning. There’ll be more news on how we’re getting on with those clients over the next couple of weeks.”

After a U.S. launch in October, Nielsen is testing the system with UK TV measurement group BARB. “XCR is an attempt to de-dupe the audience so we can provide advertisers and agencies with a big Venn diagram,” Bradford added. “Who’s exposed to online only, TV only? What about the overlap?”