-By Katy Bachman

Rentrak, one of the research firms developing TV ratings based on set-top-box data, announced Monday (Feb. 8) that DISH Network's 15 million subscribers will be integrated into Rentrak's TV Essentials audience measurement service.

The deal makes Rentrak the only research firm to offer set-top-box-based media measurement in all 210 TV markets. Prior to the agreement with DISH, Rentrak's TV Essentials service was based on set-top-box data from 2 million AT&T U-Verse homes in 36 markets.

"With the addition of DISH Network to TV Essentials' databases, Rentrak has fulfilled its vision of providing a national footprint as a foundation to overlay advertisers' definition of their customers to detailed TV viewing from digital set devices. Rentrak can now provide the only fully integrated system of detailed satellite, telco TV and cable viewing information from more than 15 million televisions nationwide that can help increase the effectiveness and efficiency of national and local television advertising campaigns," said Bill Livek, CEO of Rentrak.

In addition to a number of small cable networks, several broadcast TV stations have signed up for Rentrak's set-top-box-based ratings including LIN's CW affiliate in Columbus, Ohio, seven stations owned by Sinclair Broadcast Group and three stations owned by Sunflower Broadcasting.