The group owners’ stations in three markets are now using Rentrak’s census-based local TV measurement currency.
Rentrak Corp. has signed a StationView Essentials contract with Pappas Telecasting across its entire station group roster of KSWT (CBS) Yuma, Ariz. (DMA 166); KHGI (ABC) and KFXL (Fox) Lincoln-Hastings, Neb. (DMA 105); and KCWI (CW) and KDMI (This TV) Des Moines, Iowa (DMA 72).
Pappas said it chose Rentrak’s StationView Essentials based on the much larger sample size in each of their local markets along with the fact that Rentrak’s census-based TV measurement includes viewing segments currently not included in local TV measurement, such as military bases and students.
“We believe that choosing Rentrak’s precise and stable audience measurement system, along with the demographic granularity and client-focused qualitative overlays like Polk Automotive, will give all of our local stations and advertisers a more complete picture of how the viewing population interacts with our stations’ programming,” said Harry J. Pappas, chief operating officer, Pappas Telecasting.