Consumer Orbit picks Rentrak for TV metrics

The agency will combine Rentrak’s demographic and targeting capabilities with its analytics to provide Consumer Orbit and its clients with a tool which focuses media and buys on those markets, stations, networks and programs which deliver audiences with the highest densities of a particular purchase, regardless of size.

“Rentrak allows us to execute our plans and buys based on the far more powerful and relevant match between viewing and purchase behavior, in addition to the traditional, but far less effective, demographic targets most other agencies use,” said Jay Huckabay, president and chief executive officer of Consumer Orbit.