Rentrak snares MTV Networks for TV ratings service
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US— MTV Networks has become the first major cable company to sign up to Rentrak’s TV Essentials audience measurement service.
The music broadcaster will use the set-top box database to make more informed decisions about programming, audience targeting and advertising.
Colleen Fahey Rush, executive vice president of strategic research and insights at MTV Networks, said: “Audience research powers everything we do at MTV Networks, and we’re excited about the wide variety of analytical opportunities presented by TV Essentials, the most robust set-top box data service available.”
Rentrak’s senior vice president of business development, Carol Hinnant, added: “Rentrak is excited to work with MTV Networks. Combining a network’s unique customer definition with detailed television viewing, TV Essentials is able to provide a powerful currency for promotional success.”
