Rentrak will provide census-level data on how people are using the Dyle service, which streams live broadcast TV to mobile devices.

The deal with Dyle’s owner, Mobile Content Venture (MCV), includes data from Rentrak’s Mobile Essentials service and the StationView Essentials service, which reports TV ratings data for local markets. By using both data sources in combination, MCV hopes to be able to see how broadcast mobile TV performs against more traditional TV ratings.

“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.

Dyle covers 35 markets and carries 93 stations from Belo Corp, Cox Media Group, EW Scripps, Fox, Gannett Broadcasting, Hearst Television, ION Television, Media General, Meredith Corp, NBC, Post-Newsweek Stations and Raycom Media – all of whom are joint venture partners in MCV.