The velocity profile, longitudinal turbulent intensity profile, and bursting period in drag reducing pipe flow were measured using a laser Doppler technique. The temperature distribution and heat transfer coefficient were measured with thermocouples in the same system. The results of the decrease in eddy diffusivities of momentum and heat near the wall, the gross flow measurements, and the velocity distribution were shown to be in a good agreement with the predictions of the eddy diffusivity model for viscoelastic fluids previously proposed. A simple method based on the eddy diffusivity model to calculate the rate of heat transfer in the fully developed pipe flow of viscoelastic fluids is proposed, and is ascertained to be effective by the previous experiments.