Introduction
The goal of this research was to size the current US mobile TV/video market and empirically
determine consumer interest and acceptance in mobile TV/video advertising as well as the
baseline interests and opinions of key industry players.
The research is intended to provide the MMA and its membership with data that can be used
to catalyze industry activity and establish best practices.
On behalf of the MMA’s Mobile Video and Television Committee, M:Metrics conducted
extensive executive surveys with over 40 senior decision makers at brand advertisers,
agencies, and media companies and conducted an online consumer survey of more than
11,100 mobile service subscribers aged 13 and higher.
Research Type(s):
