NEWS28 February 2013

Raycom expands Rentrak contract to cover 30 TV stations

New business North America

US — Broadcaster Raycom Media has expanded its contract with multi-screen media measurement firm Rentrak to cover 30 of its TV stations.

Rentrak started its partnership with Raycom in 2010 with two stations before extending coverage to 23 stations in 2012. It will now measure audience insights at 30 local stations covering 23 television markets.

Raycom’s COO Wayne Daugherty said: “Rentrak offers the demographics, psychographics and purchase information to help our customers get a far deeper and more relevant understanding of which programmes not only deliver more viewers, but critically how to best target these viewers using their specific purchasing behaviour.”