Press Release on Rentrak Starting Local TV Measurement Service Based on Set-Top Box Data

Dec 14, 2009  •  Post A Comment

The following is a press release from Rentrak:


— Sunflower Broadcasting, Inc. Signs Multi-Year Measurement Agreement with Rentrak for Its StationView Essentials Service for CBS, CW and Univision Affiliate Stations–

PORTLAND, OR—December 14, 2009— Rentrak Corporation (NASDAQ: RENT), today announced an agreement with Sunflower Broadcasting to use the company’s new local television station measurement and analytical service, StationView Essentials™. The service delivers audience insights through granular and robust television viewing information via its digital set-top device database reporting system. Sunflower Broadcasting, Inc., operator of television stations in the Wichita, Kansas market, signed a multi-year contract to utilize Rentrak’s service for three of its television stations. Rentrak’s StationView Essentials provides viewing data from top 100 markets representing the largest anonymous household viewing database available in the United States.

Developed with industry input and by Rentrak’s television station advisory board comprised of local television station operators and local station research professionals, StationView Essentials offers metrics that enhance the ability of subscribers to understand viewer involvement and viewing habits in local markets.

StationView Essentials features include:
• Live granular station and telecast level reporting, including cable network performance detail
• Audience Duplication, Retention and News Analysis

StationView’s benefits to subscribers are:
• Information and analytics to increase direct local advertising sales and drive higher CPMs
• Viewer-as-target data to support programs and inventory with lower sellout ratios
• Reporting tools to help design more effective and efficient advertising schedules
• Ability to overlay advertiser’s segmentation systems and advertiser data to help local stations change the conversation with advertisers and compete more effectively for local ad dollars

“We selected Rentrak after carefully evaluating the measurement capabilities of StationView Essentials,” said Joan Barrett, president and general manager, Sunflower Broadcasting, Inc. “We believe that we will now be able to provide more accurate and timely data to our customers with a household measurement size that is larger than what we have been using.”

“We are very pleased to be working with Sunflower Broadcasting, Inc. operator of the number one news station, KWCH-DT (CBS), in the Wichita market and welcome them to our StationView Essentials service,” said Carol Hinnant, senior vice president of business development, Advanced Media and Information division at Rentrak. “We are confident that local stations around the country will quickly recognize the value of access to deeper and more robust anonymous viewership data and the economic benefits it will bring to this sector of the media industry.”

Sunflower Broadcasting, a wholly-owned subsidiary of Schurz Communications, is the first television station group to announce a partnership with Rentrak’s StationView Essentials service.

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