Sony Pictures Television has become the first major studio to subscribe to Rentrak's television ratings currency, Rentrak announced today.
Under the agreement, Rentrak will "provide measurement information from its national, local and newly-released national syndication TV services. The agreement will give Sony access to Rentrak’s complete TV audience behavior insights in all 210 TV markets," Rentrak announced.
In a statement, Sony Pictures Television President of Advertiser Sales, Strategy & Research Amy Carney said: “We were looking for more information about how our programs are performing in local markets and the ability to give deeper information to our station and advertising clients. Having the insight at a national level from set-top box data gives us stable measurement of our programming. Rentrak’s aggressive investment and innovation to provide a modern measurement system deserves the industry’s full support as a key selling and buying currency.”
Rentrak Chief Executive Officer and Vice Chairman Bill Livek commented: “We cultivated a strong relationship with the Sony Pictures Television team to create reporting that supports their production, distribution and advertising needs. We look forward to providing Sony with stable and predictive TV information that will help them better understand the TV viewer.”