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.”