Rentrak Signs Gannett

Rentrak continues to make headway with its set-top-box-based TV ratings service in local markets, announcing Monday (May 17) it’s biggest deal yet by signing Gannett, owner of 23 TV stations in 19 markets.

With Gannett, Rentrak’s StationView Essentials service enters some of the nation’s biggest markets including Atlanta, Washington, D.C., and Phoenix. Including Gannett’s stations, Rentrak has signed deals with TV stations in 26 markets.

Though Rentrak’s daily TV service lacks the demographic data necessary for a buying and selling TV currency, stations are attracted to the concept of larger samples, second-by-second data and more affordable cost. Rentrak’s local samples are drawn from DISH Network’s 15 million subscribers and AT&T U-Verse’s 2 million.

“As our business evolves, the customer information our advertisers and clients need is also changing. We are eager to work with Rentrak and explore new ways of helping our clients be even more successful in reaching their customers,” said Tom Somers, vp of strategic initiatives for Gannett Broadcast.