NEWS8 February 2010

Rentrak adds Dish Network data to TV Essentials

New business North America

US— Rentrak has struck a deal with satellite TV broadcaster Dish Network to integrate the latter’s set-top box data into its TV Essentials audience measurement service.

The firm said the addition of the Dish Network data means that TV Essentials has become the first service to provide audience figures for all 210 US TV markets, with data coming from more than 15 million television sets.

Rentrak CEO Bill Livek (pictured) said: “With the addition of Dish Network to TV Essentials’ databases, Rentrak has fulfilled its vision of providing a national footprint as a foundation to overlay advertisers’ definition of their customers to detailed TV viewing from digital set devices.”

Dish has a similar data-sharing deal in place with Google for its TV Ads service, through which marketers can bid for and buy ad space and measure campaign impressions.