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Rentrak, a several research firm providing household TV data based on set-top-box data, has broken into its first top 10 market, announcing Wednesday (June 9) a contract with WFAA, Belo’s ABC affiliate in the Dallas-Fort Worth market.
WFAA, a Nielsen client, signed for Rentrak’s StationView Essentials service to test set-top-box audience measurement, a hot topic in the TV research business.
“Without question there has been an explosion in measurement technology,” said Mike Devlin, president and general manager of WFAA.
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