NEWS20 April 2010
US— Florida-based CW Television Network-affiliate WXCW has signed up to use Rentrak’s StationView Essentials service, which provides broadcasters with information about viewing habits in local markets using set-top box data.
The station is the second Florida-based broadcaster in quick succession to sign up to the service after CBS-affiliate WINK-TV struck a deal with Rentrak last week.
Jim Schwartzel, vice president at WXCW owner Sun Broadcasting said: “Rentrak’s service meets our needs by providing a large broad-based sample to track audience flows and deliver accurate viewing measurement for our advertisers.”
Cathy Hetzel, president of Rentrak’s advanced media division added: “Stations need and are ready for a richer passive measurement of their audience. WXCW will now be armed with the largest TV viewing database to help sell advertising and promote the power of local TV.”
The world's leading job site for research and insight
Resources Group
Research Manager – Consumer – Neuro / Behavioural Science
£35,000–£40,000 + Benefits
Resources Group
Research Manager – Education Research – Leading Social Research Agency
£35,000–£47,000 + strong benefits
The Survey Initiative
Research Analyst
£32,000
-
Brought to you by:
©2024 The Market Research Society,
15 Northburgh Street, London EC1V 0JR
Tel: +44 (0)20 7490 4911
info@mrs.org.uk -
© Copyright 2024 Research Live
1 Comment
John Grono
14 years ago
Can someone please explain how STB data that measures tuning and not viewing, and not for all TVs in the home provides "accurate viewing measurement for our advertisers". I know that there are hybrid methodologies (that rely on panel-based empirical data), but surely this is to "deliver cheaper viewing measurement for station management".
Like Reply Report