NAB 2009: MobiTV Brings New TV Audience Measurement

LAS VEGAS: MobiTV said it’s found a way to measure the moving TV audience. The Emeryville, Calif., mobile video provider said it’s demonstrating an interactive technology for tracking audience size and demographics in real time at its NAB Show exhibit.

The system tracks viewing on MobiTV-equipped devices. It’s being demonstrated in conjunction with Nielsen and Rentrak. The platform uses interactive mobile TV technology to deliver a data-collection application to broadcasters.

“In the past, traditional television audience measurement was accomplished through statistical analysis only, said Cedric Fernandes, vice president of Technology for MobiTV. He said the Mobi-Nielsen-Rentrak system allows for more highly targeted programming and advertising. It represents Nielsen’s initial foray into mobile TV measurement.

The audience measurement demonstration is being displayed in real time on two large flat-screen monitors in the Harris booth No. N2502.