NEWS27 May 2014

Chicago media shop taps Rentrak for local market TV ratings

New business North America

US — Chicago media agency Kelly Scott Madison has struck a deal with Rentrak to use the latter’s audience data to inform its TV buying strategies in local markets.

The deal hands Kelly Scott Madison a contract for Rentrak’s StationView Essentials service, which reports audience numbers and demographics in 210 US television markets.

Viewing data comes from the set-top boxes of 29m televisions, while demographic characteristics are modelled using consumer data from companies including RL Polk, Simmons and Experian.