CBS becomes first big broadcast client for Rentrak measurement platform
Michelle Clancy | 20-01-2014
CBS has signed a TV Essentials contract with Rentrak to use its complete TV ratings measurement insight engine, with full access to automotive reporting that includes hourly ratings delivered against more than 230 networks and automobile make/model purchase behaviours. Rentrak calls it its 'advanced demographic currency.'
The agreement also includes a subscription for CBS' sister network, CBS Sports Network.
"As more advertisers move beyond age/sex demographics for their media buying, there's been a shift to combine viewing data with product-purchase data to create comprehensive evaluation tools," said David Poltrack, chief research officer at CBS. "Rentrak's analytical solutions provide a single-source framework that will lead to more effective use of the television medium and, more importantly, to the documentation of that effectiveness. Working with Rentrak, our goal is to advance this transition to a new era in television advertising execution."
CBS is the first major broadcast network to sign on with Rentrak.
"We are excited to add CBS to our expanding client list of networks, agencies and stations and are confident that our Advanced Demographic currency will make a significant impact on their revenue," said Rentrak CEO and vice chairman Bill Livek.