KITV Honolulu The Latest Station To Add Rentrak

Rentrak today announced that KITV Honolulu (DMA 66) has signed a local market television ratings agreement covering its two program streams, ABC on its primary channel and MeTV on a subchannel.
 
Under the agreement, KITV will use Rentrak’s daily demographic and household ratings, as well as Rentrak’s Advanced Demographics, as selling currencies for the upcoming year.
 
“We have been watching Rentrak’s growth and acceptance in the nation with television stations, MPVDs and agencies over the years and feel the time is right for KITV to adopt Rentrak’s measurement currency,” said KITV President-GM Joe Mac. “Rentrak’s stable daily demographics and advanced ratings give us the powerful tools we need to provide our advertisers with the best and most relevant audience information available every day of the year.”
 
“Having stable, accurate and reliable measurement is critical to our business,” said KITV Director of Sales Russell Elwell. “Rentrak gives us just that, with reliable demographic ratings every day from thousands of homes throughout the Islands in every single ZIP code. In addition, Rentrak’s ratings will allow us to provide our local and national clients with incredibly powerful information for their marketing plans. Rentrak’s ratings will be part of our everyday conversations with our advertiser partners and will also help guide our news and programming decision making.”