FLO TV backs up 'big moment' for World Cup with usage figures

FLO TV pinned big hopes on the 2010 FIFA World Cup and now the Qualcomm Inc. (QCOM) subsidiary is backing it up with results.
Back in May, FLO TV’s director of programming, Cynthia Ray, predicted that the global sporting sensation would be “the big moment for mobile TV,” and sure enough it’s become some of the mobile TV broadcaster’s most watched programming to date.
These latest usage figures come exactly one week after Qualcomm CEO Paul Jacobs talked openly about a likely change in direction or strategy for the company’s major investment in spectrum and infrastructure for the FLO TV network.
Three of the games in the tournament now rank among FLO TV’s most-viewed programs, the company announced today. The France vs. Mexico match is the highest-rated sports telecast in FLO TV’s history now, followed by the Mexico vs. South Africa game on June 11 and the United States vs. Slovenia game on June 18.
Average viewership spiked to an “all-time high” of 41 minutes during the Mexico vs. Uruguay game on June 22 and nearly three-fourths of all viewers tuned into the United States vs. Ghana match on June 26. That match also featured U.S. star and FLO TV spokesman Landon Donovan on the pitch.
“What this tells us is that the next best thing to being in the stadium might just be watching it on your mobile device,” Bill Stone, president of FLO TV, said in a statement. “ESPN has done a fabulous job bringing the 2010 FIFA World Cup to viewers, and Landon’s incredible goals were epic moments none of us wanted to miss. In the coming months, we plan to add major franchises to our already strong sports line-up.”
FLO TV’s total usage minutes were up 34% in June from the previous month and nearly 20% of all viewers were watching FLO TV for more than an hour each time they tuned in during the month. Overall, World Cup matches captured anywhere from 40% to 80% of the entire viewing audience in June.