Mobile Content Venture (MCV), a joint venture consisting of 12 major broadcast groups that operates the Dyle mobile TV service, has announced that Rentrak has been selected to provide what it claims is the first ever mobile broadcast TV measurement for local markets. MCV will leverage Rentrak’s Mobile Essentials solution in combination with Rentrak’s StationView Essentials solution to help MCV members align traditional TV ratings with broadcast mobile TV performance. As opposed to other measurement services that provide sample-based data, Rentrak will offer MCV members census-level data, giving them insight into the entire population using live mobile TV services.
MCV represents 35 markets across the US and more than 93 stations from broadcast groups including Belo, Cox Media, Scripps, Gannett Broadcasting, Hearst Television, Media General, Meredith and Raycom Media – all of which are part of the standalone entity known as Pearl, LLC, as well as Fox, ION Television and NBC.
“With more than 200 station clients, Rentrak is proud to provide members of MCV with the opportunity to capitalise and monetise multi-platform advertising sales opportunities by having broadcast mobile TV performance aligned directly with TV ratings,” said Cathy Hetzel, Corporate President and President of the AMI Division at Rentrak. “Rentrak’s advanced capabilities – which provide detailed TV viewership measurement for all screens, including mobile TV – will enable stations, advertisers and networks to gauge the incremental value of live TV viewing from a mobile device.”