Rentrak scores brace of audience measurement deals

Rentrak said that the deal with WFAA – the ABC affiliate for Dallas-Fort Worth – marks the first time that a station in a top-ten TV market has signed up to use the service, which collects data from set-top boxes to provide audience metrics.

WFAA’s president and general manager Mike Devlin said: “It just makes good sense to explore new tools of measurement as we strive for the most accurate picture of ratings in the marketplace, as well as the most meaningful data for our clients.”

Meanwhile, Schurz has extended its deal with Rentrak to use the StationView Essentials in two other other markets.

The firm’s previous deal covered Wichita, Kansas but will now cover stations in South Bend, Indiana and Springfield, Missouri.