First mobile TV audience measurement begins

FLO TV and Rentrak to monitor viewership and ad impressions.
DVB-H, FLO TV, Jay Srage, Qualcomm, Rentrak, News, Delivery & Transmission

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The first system for audience measurement on mobile TV platforms has been announced by FLO TV and media research firm, Rentrak.

Using Rentrak’s existing TV Essentials measurement systems, FLO TV will provide data to content providers and advertisers in order to assist the media buying process on the platform.

“This is a significant milestone for FLO TV and also for the mobile multicast TV category,” said Jonathan Barzilay, senior vice president programming and advertising, FLO TV. “Mobile TV is quickly becoming a vital platform for consumers. With our new impression reporting from Rentrak, FLO TV can provide relevant viewership information to advertisers and content partners swiftly and reliably.”

The two organisations are currently fine-tuning the organisational aspects of the partnership and intend to begin providing data to the industry before the end of the year.

FLO TV is currently only available in the United States and Japan, however Jay Srage, MENA VP of FLO TV’s parent company Qualcomm confirmed to DPME.com earlier this year that a phased roll-out into other markets was planned.
 

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