Rentrak announced Monday (March 15) it signed MTV Networks to its set-top-box TV ratings. MTV Networks—which includes a number of cable channels including MTV, Comedy Central, Spike, TV Land and VH1—will have access to Rentrak's TV Essentials service, which provides second-by-second household TV ratings.
MTV is the first major cable group to sign for Rentrak, which has so far only attracted niche cable channels such as Wealth TV, the Outdoor Channel and Daystar Television Network.
Those niche channels have been unable to rely on current TV ratings services, which lack sufficiently large samples to report meaningful viewing data.
"Audience research powers everything we do at MTV Networks, and we're excited about the wide variety of analytical opportunities presented by TV Essentials, the most robust set-top-box data service available," said Colleen Fahey Rush, evp, strategic research and insights, MTV Networks.
Rentrak has been incorporating an increasing number of set-top boxes in its TV ratings. In February, Rentrak announced a deal to integrate DISH Network's 15 million subscribers into its ratings service, which was originally based on the 2 million subscribers to AT&T's U-Verse service.