NEWS24 February 2011

Rentrak hails ‘industry first’ data deal with Donovan

New business North America

US— Media measurement firm Rentrak has struck a deal with Donovan Data Systems to incorporate television viewing data collected from set-top boxes into the latter’s ad planning, buying and posting systems.

The agreement is billed as an industry first and may pave the way for smaller, niche channels whose audiences are not currently counted by currency ratings provider Nielsen to more easily find their way onto media plans.

Rentrak CEO Bill Livek said: “Agencies will now be able to plan, buy and post video-on-demand to linear television, both locally and national, using Rentrak’s TV database currency.”