Zenith On Rentrak Move: Nielsen Is ‘Flawed’

Media buyer Zenith Media will use Rentrak for its local TV buys and will share that data with TV stations that don’t currently subscribe to Rentrak. Zenith is making the move away from Nielsen’s diary-based measurement to Rentrak’s passive TV viewing measurement from 27 million set-top boxes, because it “is driven by a strong dissatisfaction with the current state of local TV [audience] measurement,” says Rob Jayson, chief data officer at Zenith.

Zenith Media Makes The Move To Rentrak

The national ad agency will use Rentrak data for local TV planning and buying, instead of Nielsen numbers.