MUMBAI: Mobile Content Venture (MCV), a joint venture consisting of 12 major broadcast groups that operates the Dyle mobile TV service, has selected Rentrak to provide 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 Corp., Cox Media Group, E.W. Scripps Co., Gannett Broadcasting, Hearst Television Inc., Media General Inc., Meredith Corp., Post-Newsweek Stations Inc. 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 capitalize and monetize multi-platform advertising sales opportunities by having broadcast mobile TV performance aligned directly with TV ratings,” said AMI Division at Rentrak Corporate President and President Cathy Hetzel.
“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.”
With the launch of Dyle mobile TV – a service offering consumers a new, easy way to experience and enjoy live broadcast television on their mobile devices at home or on-the-go – there is an immediate need for local stations to have viewership data across mobile devices in order to determine how consumers are interacting with live mobile TV.
Rentrak has the unique ability to integrate massive amounts of mobile viewing activity with the linear viewing behaviors from a correspondingly massive linear viewing database. This combination will provide a better understanding of how best to incorporate mobile for future campaigns and advertising initiatives.
“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. 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," said MCV co-General Managers Salil Dalvi and Erik Moreno.
