NEWS15 April 2011

MPG signs up for Rentrak’s TV Essentials

New business North America

US— Havas’s US media division, MPG, has signed up to receive TV audience figures through Rentrak’s TV Essentials service.

Chief commercial officer Sasha Savic said: ‘MPG is excited to move forward in exploring set-top-box data with Rentrak, a leader in the STB realm. We are searching for more efficient ways to target key customers and prospects within the TV landscape.”

She added: “We feel that Rentrak will help us expand our knowledge of how to target behaviourally rather than simply relying on traditional age/sex demographics making out TV buys more effective for our clients.”

Rentrak CEO Bill Livek said: “Rentrak’s TV Essentials television database currency will better inform MPG’s Upfront TV planning and buying client team.”