FLO TV and Rentrak Corporation are getting together to launch what they dub mobile TV’s first comprehensive standard viewership and ad impression reporting system.

The system uses Rentrak’s TV Essentials media measurement. Through their collaboration, the two companies will deliver reporting to serve as the “currency” for advertising sales and provide insights into mobile TV viewing patterns.

The system should fill a void for both advertisers and content providers that want to go after the highly target-able mobile space.

“This is a significant milestone for FLO TV and also for the mobile multicast TV category,” said Jonathan Barzilay, senior vice president programming and advertising at FLO TV, in a press release. “Mobile TV is quickly becoming a vital platform for consumers. With our new impression reporting from Rentrak, FLO TV can provide relevant viewership information to advertisers and content partners swiftly and reliably.”

FLO TV, a division of Qualcomm, and Rentrak, a multi-screen media measurement and research company, are in the integration phase and plan to share impression data with their programming partners later this year.

In the meantime, here are a few trends FLO TV has identified:

• The average daily viewer is spending over 30 minutes watching FLO TV.
• Mobile TV peaks from 1 to 2 p.m., marking a big change compared to the traditional prime broadcast viewing time.
• Special live news coverage and live sports continue to draw the highest viewership.
• Animation is one of the strongest performers on FLO TV. Other popular genres include soap operas, game shows, reality, comedy and crime dramas.