Updated: Rentrak Expands Market Reach

Rentrak Corp. continues to make some headway into Nielsen’s turf in local TV ratings, announcing Tuesday (April 13) and Thursday (April 15) it signed ratings deals with two local broadcasters in Fort Myers, Fla. The agreements, with WINK-TV, Fort Myers Broadcasting’s CBS affiliate and WXCW, Sun Broadcasting’s CW affiliate, give the stations access to Rentrak’s set-top-based local TV ratings via Rentrak’s StationView Essentials service.

Fort Myers is the sixth market for Rentrak, which has signed deals with broadcasters in Wichita, Kan.; Columbus, Ohio; Milwaukee, Wis.; San Antonio; and St. Louis, Mo.

Though Rentrak’s daily TV service does not provide demographics, stations are attracted to the larger samples, second-by-second data and more affordable cost.

“Only Rentrak can provide WINK-TV with the granular detail derived from a massive database of TV viewing that will allow for the targeting of audiences specific to the South West Florida market which will increase our programming and advertising efficiencies,” said Wayne Simons, general manager and vp for Fort Myers Broadcasting.

Since Rentrak began marketing its local TV ratings last December, the Portland, Ore.-based research firm has signed deals with seven stations owned by Sinclair Broadcast Group; three owned by Sunflower Broadcasting; and one each owned by Media General, LIN TV, Ft. Myers Broadcasting and Sun Broadcasting.

Rentrak’s local TV samples are drawn from DISH Network’s 15 million subscribers into its ratings service and AT&T’s U-Verse service’s 2 million.