Nielsen Captures TV Data Streamed To Mobile

Nielsen says viewership data can be captured for live TV streamed to mobile devices using the fledgling Syncbak technology. The measurement company finished a two-week trial in conjunction with Syncbak verifying the potential for the streaming in local markets.

Syncbak recently received an investment from CBS, which is suing Aereo, a company that is offering similar viewing options. CBS shows, such as "Hawaii Five-O," are available on smartphones and tablets.

The trial took place with four CBS-owned stations in New York and Los Angeles, and Nielsen said it was able to collect data for all viewing.

The data offers the opportunity to charge advertisers for either aggregated reach along with the traditional stream or separately for Internet delivery. Broadcasters have charged Aereo will deprive them of ad dollars.

Farshad Family, a Nielsen senior vice president, stated that with “mobile streaming, Syncbak is an increasingly important player” and the test “demonstrate(s) to the industry that we can count and incorporate their viewing and add it to the existing television metrics.”

Among the companies that have signed on to use Syncbak technology is the Gray Television station group.

David Poltrack, Chief Research Officer at CBS, stated that the trial shows “we can obtain measureable credit for the in-market mobile viewing of our content and do so in a way that is monetizable.&rdquo

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