UM already uses Rentrak’s local and national measurement services, its movie segmentation system and its Exact Commercial Ratings service.

Chris Wilson, president of national linear television at Rentrak, said: “Like digital has done for years, television can now move into behavioural targeting so the buyers and sellers of television can transact based on the actual characteristics of audiences, rather than age/sex demographics, in order to truly understand the ROI that television advertising can bring.”