The broadcast group owner opts for StationView Essentials rather than renew contracts with Nielsen in Salt Lake City, West Palm Beach, Providence and Austin. It says it will consider “similar moves in other markets when our contracts with Nielsen come up for renewal in the near future.”
Sinclair Broadcast Group announced today that it has signed an agreement with the Rentrak Corp. to replace its expiring Nielsen Media Research service with Rentrak’s StationView Essentials service at the stations Sinclair recently purchased from Four Points Media Group:
- KUTV-KUSG Salt Lake City, UT (CBS-MNT)
- WTVX West Palm Beach, Fla. (CW and Azteca)
- WLWC Providence, R.I. (CW)
- KEYE Austin, Texas (CBS and Telemundo)
The agreement also covers WPEC, Sinclair’s CBS affiliate in West Palm Beach, Fla., extending the existing relationship Sinclair already has with Rentrak covering 12 other television markets.
“We are extremely pleased to extend our relationship with Rentrak,” said Sinclair’s Chief Operating Officer Steve Marks. “The relatively large database size provided by Rentrak’s service provides for much greater ratings stability and predictability than would otherwise be obtainable, at a very fair price. We plan to evaluate whether or not to make similar moves in other markets when our contracts with Nielsen come up for renewal in the near future.”