A TV station in the country’s No. 8 designated market area has signed a deal to use Rentrak’s ratings technology. TVNewsCheck reports that WUSA-TV in Washington, a Gannett-owned CBS affiliate, signed a multiyear pact with the measurement firm.
“WUSA will use Rentrak’s passive measurement currency, including Rentrak’s single-source Advanced Automotive and political ratings,” TVNewsCheck reports.
The piece quotes WUSA President and General Manager Mark Burdett saying: “Our commitment to working with Rentrak stems from our desire to represent viewing to our advertising customers beyond age demographics and, instead, target the products that our viewers buy.”