In the US, multi-screen media measurement agency Rentrak and mobile TV service FLO TV are to launch what they describe as the mobile TV industry’s first comprehensive viewership and ad impression reporting.

Using Rentrak’s TV Essentials media measurement system, the firms will deliver reporting which they say will provide deeper insight into audience viewing patterns. Through the tool, the companies will provide ongoing reports to content providers and advertisers to assist them in their programming and media buying decisions for the emerging platform.

‘Our collaboration with FLO TV leverages the considerable development Rentrak has put into the TV Essentials, and expands the value of our service for conventional linear television to include the mobile platform,’ says Rentrak President & Chief Strategy Officer Ken Papagan.

FLO TV and Rentrak are currently in the integration phase and are planning to share impression data with their programming partners later this year.

Rentrak is headquartered in Portland, Oregon, with additional offices in Los Angeles, New York and Miami/Ft. Lauderdale.

Web sites: www.rentrak.com and www.flotv.com .

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