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.”