Rentrak Adds Cable Provider to Database

Rentrak Corp., a provider of multi-screen media measurement serving the advertising, television and entertainment industries, today announced Midcontinent Communications, a provider of cable television in the upper Midwest servicing  240 communities and approximately 250,000 customers, has signed a contract with Rentrak to include its set-top-box (STB) viewing information in Rentrak’s TV Essentials national and local TV database services.

“The increase in STB availability and robust reporting systems further proves the legitimacy and importance of STB data as a currency in the marketplace,” said W. Tom Simmons, Midcontinent SVP of public policy. “We are thrilled to be included as an operator partner to add to Rentrak’s ability to provide full-market projections.”

“Rentrak is pleased to be working with Midcontinent Communications as our fourth data partner and second cable partner cable to further increase the preciseness of our database and projection methodology for the TV Essentials national system,” said Cathy Hetzel, president of Rentrak’s AMI division.

Rentrak’s TV Essentials is a television ratings database currency that measures all networks at a granular level in 210 markets nationwide, processing data from more than 17 million televisions to provide detailed satellite, telco TV and cable viewing information featuring segmentation overlays for strategic targeting.