Qualcomm’s FLO TV has upped the ante for getting viewership results for its mobile broadcast TV service for the benefit of advertisers. Release.
FLO TV, which is resold by AT&T (NYSE: T) and Verizon Wireless (NYSE: VZ), said today that it has partnered with Portland, Ore.-based Rentrak, a media measurement and research company that will compile daily figures for the TV service. Previously, FLO said it was using an internal, time-intensive process. Now, with Rentrak, FLO will be able to report second-by-second usage stats by the next day — much like networks do today.
The two companies plan to have the partnership up and running later this year, but also provided a handful of stats to accompany today’s release: the average viewer spends 30 minutes watching FLO TV; prime time is unusually early between 1 and 2 p.m.; and the Michael Jackson Memorial on July 7 was the most-viewed event in FLO TV history. The average viewer stayed tuned for 49 minutes.
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