Consumers Want TV At Their Fingertips
According to Telephia, researcher to communications and new media markets, the mobile TV audience grew 45 percent to 3.7 million subscribers in Q2 2006. 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.
Tamara Gaffney, Director of Product Management, Telephia, says "Mobile TV is the fastest growing wireless data service, ... (with) the potential to be the most important new form of media since the advent of the Internet."
Among all mobile TV users:
- ABC News was the most watched mobile TV channel in Q2 2006, with 40 percent of the total mobile TV audience
- Thirty-two percent of the total mobile TV audience watched The Weather Channel
- Fox Sports was third at 31 percent
- ESPN next with and 29 percent of the mobile TV audience
- Fox News fifth at 22 percent
In terms of access reach, people who watch relative to those who had access to the channel, CNN secured the top spot with 65 percent of mobile TV users. The Weather Channel had the widest distribution with an access rate of 82 percent.
Gaffney added, "...Consumers want television at their fingertips... News and information is the killer app for mobile television..."
|
Mobile TV Channels by Audience Share |
|
|
Channel |
Share of Total Audience |
|
ABC News |
40% |
|
The Weather Channel |
32% |
|
Fox Sports |
31% |
|
ESPN |
29% |
|
Fox News |
22% |
|
NBC Mobile News |
20% |
|
Comedy Central |
16% |
|
AccuWeather |
15% |
|
Discovery Kids |
15% |
|
Discovery Channel |
13% |
|
CNN |
12% |
|
E! |
12% |
|
Source: Telephia Mobile TV Diary Report, Q2 2006 |
|
|
Mobile TV Channels by Coverage Area Reach |
|||
|
|
Access Reach (% of Audience with Access to Channel That Viewed) |
Access (% of Total Audience With Access to Channel) |
|
|
Channel |
|
|
|
|
CNN |
65% |
18% |
|
|
ABC News |
55% |
78% |
|
|
Fox News |
49% |
38% |
|
|
AccuWeather |
46% |
34% |
|
|
The Weather Channel |
45% |
82% |
|
|
Comedy Central |
41% |
37% |
|
|
ESPN |
39% |
63% |
|
|
Discovery Channel |
32% |
37% |
|
|
Fox Sports |
31% |
79% |
|
|
NBC Mobile News |
30% |
64% |
|
|
E! |
26% |
37% |
|
|
Discovery Kids |
25% |
30% |
|
|
Source: Telephia Mobile TV Diary Report, Q2 2006 |
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For more information, visit Telephia here.
JACK LOECHNER
Center for Media Research
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