Rentrak Adds Two New Markets

Rentrak continues to build its client roster for its local market TV service based on set top box data. Through an agreement announced Monday (Aug. 2) with Meredith Broadcast Group, Rentrak entered the Atlanta and Hartford-New Haven TV markets, the eighth and 30th largest TV markets.

Meredith will begin using Rentrak’s StationView Essentials service, which provides second-by-second household viewing data for CBS affiliates WGCL-TV, in Atlanta and WFSB-TV in Hartford.  

Since launch late last year, Rentrak has signed 40 TV stations in 21 markets, including three top 10 markets, Atlanta, Dallas, and Houston. Stations are attracted to Rentrak’s larger local samples and the company’s recently added ability to link household TV viewing to consumer information from Experian Simmons.

“Rentrak leverages massive databases of television viewing and consumer behaviors, which sill provide Meredith stations both important data about viewing trends in our markets, and more importantly, valuable information to demonstrate the value we bring to advertisers,” said Doug Lowe, evp, Meredith Broadcast.

But because Rentrak is unable to provide demographic ratings, its momentum is limited; TV stations haven’t abandoned Nielsen, which remains the local ratings currency.

Separately, Rentrak announced Monday (Aug. 2) it had expanded its deal with Charter Communications to integrate Charter’s set top box data into its TV Essentials services, which also includes data from AT&T and DISH Network.

Rentrak isn’t the only research firm doing deals with Charter. Both Nielsen and Kantar Media have deals with Charter for set top box research. Earlier this month, Nielsen reorganized how it would develop set top box data, including a test to integrate STB from Charter into the local market ratings in St. Louis, Greenville/Spartanburg and Reno, Nev.