The Nielsen Company is reorganizing its online measurement and mobile measurement divisions to help clients get a fuller view of the media consumption patterns of their audiences.

Nielsen Online will consolidate the company’s Nielsen//NetRatings and BuzzMetrics services. The move will give marketers the chance to measure and examine users’ consumption of online content, advertising, video, blogs, social networks and word-of-mouth campaigns. The new service will offer both panel-based and site-centric audience measurement for the Web. Consumer-generated media, including blogs, bulletin boards and review sites will also be measured.

Itzhak Fisher, until now the executive chairman of Nielsen BuzzMetrics, will take on the same leadership role at Nielsen Online.

A new Nielsen Mobile division will integrate the company’s recently launched Nielsen Wireless metrics service with Telephia, the mobile measurement company that Nielsen acquired in June. Nielsen Mobile will combine mobile consumer panels with information derived from actual user wireless-data bills to give marketers insight into market share, brand awareness and customer satisfaction in the mobile sphere.

Former Telephia CEO Sid Gorham has been named president and CEO of Nielsen Mobile.