MPG Licenses Rentrak’s TV Essentials

Multi-screen media measurement firm Rentrak Corp. today announced that MPG has licensed Rentrak’s TV Essentials  database of millions of reporting households providing set-top-box (STB) viewing data. MPG is the U.S. media division of international media service group, HAVAS, which is dedicated to establishing relevant points of contact between brands and consumers.

“MPG is excited to move forward in exploring set-top-box data with Rentrak, a leader in the STB realm. We are searching for more efficient ways to target key customers and prospects within the TV landscape,” commented Sasha Savic, MPG’s chief commercial officer. “During this upfront, we feel that Rentrak will help us expand our knowledge of how to target behaviorally rather than simply relying on traditional age/ sex demographics making our TV buys more effective for our clients.”

TV Essentials is a television ratings database currency that measures all networks at a granular level in all 210 markets nationwide. The service incorporates data from more than 17 million televisions and, the company says, “is the only fully-integrated system of detailed satellite, telco and cable TV viewing data commercially available.”