Starcom MediaVest Expands Deal With Rentrak

Multi-screen media measurement service Rentrak Corp. today announced a major contract expansion with Starcom MediaVest Group (SMG. SMG has committed to using Rentrak’s StationView Essentials local measurement service as one of its resources for local TV planning and buying across 20 major and mid-sized markets throughout the United States. At the same time, SMG renewed its commitment to Rentrak’s national TV measurement service, TV Essentials. The deal was brokered by SMGX, the trading and innovation arm of SMG.

“Starcom MediaVest Group, a longtime supporter of and leader in TV set-top-box knowledge based services, is excited to be working with Rentrak’s large, multi-sourced TV measurement service in both local and national markets,” said Helen Katz, SMG’s SVP of research, who lead contract negotiations on behalf of SMGX. “By continuing to explore more granular TV data, we can help our clients learn more about national and local television behavior in a long tail viewing environment.”

Rentrak measures all networks in 210 markets from over 17 million televisions nationwide that combines set-top-viewing information from the satellite, Telco and cable industries. Rentrak integrates TV viewing information with consumer segmentation systems.