Morgan Murphy will receive audience data for its CBS and My Network affiliate stations in the markets of Madison and LaCrosse/Eau Claire. As well as receiving ratings information, Morgan Murphy will have access to Experian Simmons local market purchasing information, which is offered through an agreement between Experian and Rentrak.

The broadcaster’s COO Brian Burns said: “Being the first in our markets to bring advertisers continuous measurement falls in line with Morgan Murphy’s intent to serve our clients at the highest level.”