Florida TV station signs Rentrak for audience measurement
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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.”
Readers' comments (1)
John Grono | 20-Apr-2010 10:37 pm
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".
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