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MOBILE TV AUDIENCE
GROWS 45 PERCENT IN Q2 2006 - NEWS, WEATHER AND
SPORTS CHANNELS MOST POPULAR
Telephia Unveils
Results of Industry's First Mobile TV Diary Report:
ABC News is the Most Watched Mobile TV Channel,
While CNN is No. 1 in Access Reach
SAN FRANCISCO – September 11, 2006
The mobile TV audience grew 45 percent to 3.7
million subscribers in Q2 2006, according to Telephia,
the largest provider of consumer research to the
communications and new media markets. The third
screen allows consumers to get news and information
while on the go, with news, weather and sports
channels topping the list as the most watched
mobile TV content. Total quarterly mobile TV revenues
increased to $86 million last quarter, an increase
of 67 percent since Q1.
Telephia today launched the inaugural results
of the Mobile TV Diary Report, which is the first
and only measurement product in the industry that
provides detailed research on mobile TV viewership,
revenue performance, demographic profiles, behavioral
measures, and advertising preferences. Telephia's
research on Mobile TV includes measurement of
both streaming TV and video-on-demand services.
"Mobile TV is the fastest growing wireless
data service and marketers are working quickly
to figure out how they can capitalize on what
has the potential to be the most important new
form of media since the advent of the Internet,"
said Tamara Gaffney, Director of Product Management,
Telephia.
News Channels ABC News and
CNN Climb to the Top
Among all mobile TV users, ABC News was the most
watched mobile TV channel in Q2 2006, securing
40 percent the total mobile TV audience (see Table
1). Thirty-two percent of the total mobile TV
audience watched The Weather Channel, while Fox
Sports and ESPN followed closely with 31 and 29
percent, respectively. Fox News grabbed 22 percent
of the total mobile TV audience. In terms of access
reach, which is the percentage of people who watch
relative to those who had access to the channel,
CNN secured the top spot with 65 percent of mobile
TV users with access to CNN (see Table 2). The
Weather Channel had the widest distribution with
an access rate of 82 percent.
"News and information is the killer app for
mobile television. With just a quick flip of their
phone it gives consumers instant gratification,"
added Gaffney. "Now consumers can access
breaking news from the airport, car wash, dentist,
kid's soccer game, whenever they are away from
home. Consumers want television at their fingertips."
"While still in its nascent stages, mobile
TV shows significant and unique promise given
the ability of the consumer to shift viewing from
location to location," continued Gaffney.
"As seen with ABC News, Fox Sports and The
Weather Channel, securing the widest distribution
and coverage remains a primary objective. Additionally,
channels that deliver trusted, branded content,
as seen with CNN, ensure high viewership will
continue after launch."
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