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Rentrak announced Wednesday (Feb. 10) it has signed a third subscriber to its set-top-box-based local TV ratings in Columbus, Ohio, the 34th largest TV market. WCMH, Media General’s NBC affiliate joins WWHO, LIN TV’s The CW affiliate and WTTE-TV, Sinclair Broadcast Group’s Fox affiliate.
Though Rentrak’s daily TV service does not provide demographics, stations are attracted to larger samples than Nielsen uses for its local TV ratings, second-by-second data and the more affordable cost. Rentrak also offers new metrics that measure viewer involvement with programming.
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