National And Local News Account For Majority Of Mobile TV Viewing According To Initial Findings From Dyle mobile TV And Rentrak —Mobile TV Growth Reveals Opportunity During Regular and Breaking News Cycles—
PORTLAND, Ore., June 26, 2013 /PRNewswire/ -- Rentrak (NASDAQ: RENT), the leader in multi-screen measurement serving the advertising, television and movie industries, today released its initial findings on mobile broadcast television usage. Early results from its new Mobile TV Essentials service shows news is the leading genre of content watched from Dyle™ mobile TV – a new service offering consumers an easy way to experience and enjoy live broadcast television on their mobile devices at home or on-the-go.
New Devices, Markets, and News Programming Drive Growth and Usage
Key initial findings include:
- The average Dyle mobile TV device tunes in for more than 20 minutes per usage day
- Local and national network news represents more than half of the viewing time in some local markets
- Usage spikes during critical news cycles, such as during the manhunt for the Boston bombing suspects, in which total viewing minutes were 96 percent higher than the week prior
- Daytime viewership between 6 a.m. and 4 p.m. is a larger share of mobile TV usage. Forty-five percent of Dyle mobile TV viewership occurs during these hours, compared with 36 percent of in-home TV viewership (according to Rentrak's TV Essentials service)
"The results collected through the Dyle mobile TV service are very encouraging," said Cathy Hetzel, corporate president of Rentrak. "With the rapid growth we are seeing in viewership, mobile television is proving to be a promising opportunity."
"The work we've done over the past two and a half years to make live, local broadcast a reality is becoming more and more tangible based on the measurement and results derived from the Rentrak information," said Salil Dalvi, co-general manager of Mobile Content Venture.
"The results clearly point out that broadcast TV is an important lifeline to all of us when we are on-the-go whether for entertainment, sports, or news programming." Co-General Manager of MCV Erik Moreno added, "Rentrak gives us tremendous visibility into the key themes that will, over time, help us deliver a better service to our customers across the country."
About Dyle™ mobile TV:
Dyle™ mobile TV is offering consumers an easy way to experience and enjoy live local broadcast television on their mobile devices at home or on-the-go. The Dyle app and Dyle mobile TV compatible apps enable live broadcast programming – such as local and national news, as well as sports and entertainment content, utilizing the ATSC-Mobile DTV standard, on mobile devices featuring Dyle. With several compatible devices and accessories, Dyle is now available in 37 US markets, potentially reaching 57 percent of the population, with plans to add additional network programming and hardware in the future. Dyle is operated by the Mobile Content Venture (MCV), a joint-venture of 12 major broadcast groups including Belo Corp., Cox Media Group, E.W. Scripps Co., Gannett Broadcasting, Hearst Television Inc., Media General Inc., Meredith Corp., Post-Newsweek Stations Inc. and Raycom Media, all of which are part of the standalone entity known as Pearl, LLC, as well as Fox, ION Television and NBC. For more information, visit www.dyle.tv.
Rentrak (NASDAQ: RENT) is the entertainment and marketing industries' premier provider of worldwide consumer viewership information, precisely measuring actual viewing behavior of movies and TV everywhere. Using our proprietary intelligence and technology, combined with Advanced Demographics, only Rentrak is the census currency for VOD and movies. Rentrak provides the stable and robust audience measurement services that movie, television and advertising professionals across the globe have come to rely on to better deliver their business goals and more precisely target advertising across numerous platforms including box office, multiscreen television and home video. For more information on Rentrak, please visit www.rentrak.com.
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