In an important development for stations trying to build new ad revenues from mobile DTV broadcasts, the Mobile Content Venture has announced that Rentrak will provide audience measurement for its Dyle mobile TV service.
MCV, which is backed by 12 major broadcast groups and Fox, Ion Television and NBC, is billing the move as the "first-ever, mobile broadcast TV measurement for local markets."
The MCV will use Rentrak's Mobile Essentials solution along with Rentrak's StationView Essentials solution to help MCV members combine traditional TV ratings with broadcast mobile TV performance.
Cathy Hetzel, corporate president and president of the AMI Division at Rentrak noted in a statement that the measurement service would "provide members of MCV with the opportunity to capitalize and monetize multi-platform advertising sales opportunities by having broadcast mobile TV performance aligned directly with TV ratings."
Unlike other measurement systems that use sample-based data, Rentrak will offer MCV members census-level data that will provide a more complete picture of the mobile DTV audience.
"Live mobile TV is an emerging medium, so it's critical that we take the necessary steps to ensure it will scale as traditional TV has over the years," said Salil Dalvi and Erik Moreno, co-general managers of MCV in a statement. "This new data will provide valuable insight into consumers' mobile viewing habits, which will be leveraged to drive continued growth for the ecosystem of devices and applications enabling live mobile TV."
The MCV-backed Dyle mobile DTV service offering live broadcasts to mobile devices is currently available in 35 US markets, potentially reaching 55 percent of the population.