CBS taps Rentrak for local TV measurement
Michelle Clancy
| 23 June 2014
Rentrak has expanded its partnership with the CBS Television Stations group by making KCBS and KCAL the latter's first affiliates in the Los Angeles market to use the Rentrak local ratings services.

This means the channels have full access to Rentrak's Advanced Automotive Demographics to measure television viewing tied to automobile make/model purchase behaviours.

With the addition of KCBS and KCAL, Rentrak is now providing its services to nine CBS-owned stations in five markets. CBS Television Stations began working with Rentrak in February in Dallas-Fort Worth, Miami, Minneapolis-St Paul and Pittsburgh.

"We are excited to see our partnership with the CBS Television Stations group grow with the addition of KCBS and KCAL in Los Angeles and look forward to working closely with them," said Rentrak's CEO and vice chairman, Bill Livek.

"We are pleased to continue to grow our mutually beneficial relationship with Rentrak," said CBS Television Stations president Peter Dunn. "We see a tremendous upside to KCBS and KCAL being the first stations in Los Angeles, the car-buying capital of the world, that are able to provide enhanced ratings information about the auto purchasing behaviour of the consumers we reach."