Rentrak Adds 2 Stations in Columbus-Tupelo

The Mississippi NBC and Fox affiliates bring the number of stations using to Rentrak's Census-Based Local TV Measurement Currency to 182 in 41 markets.

Rentrak Corp. has signed a multi-year StationView Essentials contract with WTVA (NBC) and Lingard Broadcasting’s WLOV (Fox) in Columbus-Tupelo-West Point, Miss. (DMA 133). Both stations are operated by WTVA under a local marketing agreement.

This deal bring the total number of Rentrak client stations to 182 owned by 41 local television ownership groups that are subscribing to Rentrak’s census-based TV measurement currency.

In a joint statement, Phil Sullivan, station manager-CFO of WTVA, and Jennifer Dennington, GM of WLOV, said: “Rentrak’s massive database of viewing information matched against purchase databases, including Polk Automotive, will provide an immediate opportunity for WTVA and WLOV to monetize our investment in Rentrak. We look forward to selling with Rentrak’s more stable ratings to providing our agency and direct clients with more predictive viewing data.”

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