NBCU in multi-year deal for mobile measurement

US— NBC Universal has inked a multi-year deal to source data on how audiences are using its mobile media assets including video downloads and games.

Data will be provided by media measurement firm Rentrak, whose Mobile Essentials tool has been in trial with NBCU Mobile since early 2008.

According to Rentrak, Mobile Essentials “has the power to track tens of millions of transaction records from data carriers and any consumer mobile device” to provide measurement services for ring tones, video clips, games and music downloads.

Usage data is anonymous, but as mobile handsets are typically unique to each user, NBCU will be able to carry out longitudinal analysis of individual mobile viewing patterns, according to Rentrak president Ken Papagan.

Author: Brian Tarran