Florida TV station signs Rentrak for audience measurement

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.”

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John Grono

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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