In a new agreement announced today, 11 TV stations have signed on with the measurement company Rentrak. The company announced that the stations, owned by Cowles Publishing Company, signed a long-term TV measurement deal. “Under the agreement, KTMF (ABC) & KTMF2 (FOX) Missoula, Mont., KULR (NBC) Billings, Mont., KWYB (ABC) & KWYB2 (FOX) Butte-Bozeman, Mont., KFBB (ABC) & KFBB2 (FOX) Great Falls, Mont., KHBB (ABC) & KHBB2 (FOX) Helena, Mont., and KNDO & KNDU (NBC) Tri-Cities and Yakima, Wash., will all utilize Rentrak’s daily demographic and household ratings, as well as Rentrak’s automotive Advanced Demographics.,” Rentrak announced.
The announcement notes that all markets in Montana and all stations in Yakima, Wash., now use Rentrak.
Said Cowles Director of Sales and Programming Mike Dugger: “Having stable, accurate and reliable measurement is critical to our business. Rentrak gives us just that with reliable demographic ratings every day from thousands of homes in each of our subscribing markets. In addition, Rentrak’s automotive ratings will allow us to provide our local and national auto clients with incredibly powerful information, demonstrating how our audiences deliver auto owners and in-market buyers by make and model. Rentrak’s ratings will be part of our everyday conversations with our advertiser partners and will also help guide our news and programming decision-making.”
Rentrak Executive Vice President of Local Television Steve Walsh added: “We are very excited to announce our partnership with Cowles Publishing and to welcome them to Rentrak’s family of clients.”