Carolyn Schuk /
05.18.2010 10:38 AM
Mobile TV viewing just as likely in the living room as on the go

Another mobile TV assumption is going by the wayside; namely, mobile TV viewers are mobile. NBC Universal's research on multiplatform coverage of the Vancouver Olympics found that nearly half the people tuning in to its mobile programming did so while watching the same program on TV. About 39 percent of the mobile TV multitaskers used a handheld device to find additional content, reports NBC. About 44 percent of them explained that a mobile device was easier to use than a computer.

"The idea that your mobile content needs to be framed in a way that isn't just for people out at bars, out at restaurants, but for people engaging at home was (surprising) for us, and it offers a secondary opportunity for us in terms of the synergies with TV," said Hayle Chun, NBC digital media exec, at MediaPost's Email Insider Summit. "For advertisers, we think that the opportunity is there for real synchronicity in terms of (TV mobile) messaging."

NBC also found that click-through rates were about the same for alerts sent to mobile devices as those sent to e-mail inboxes. NBC itself also created a Twitter page that garnered a so-so 80,000 followers, but Chun said it provided valuable consumer insight.

Post New Comment
If you are already a member, or would like to receive email alerts as new comments are
made, please login or register.

Enter the code shown above:

(Note: If you cannot read the numbers in the above
image, reload the page to generate a new one.)

No Comments Found

Tuesday 03:07 PM
WMUR-TV Says FAA Drone Rules Preclude ENG
The FAA’s current rules and proposed ban on flight over people, requirement of visual line of sight and restriction on nighttime flying, effectively prohibit broadcasters from using UAS for newsgathering. ~ WMUR-TV General Manager Jeff Bartlett

Featured Articles
Exhibitions & Events
Discover TV Technology