Rentrak Adds Political Outlook Segments

Multi-screen media measurement firm Rentrak Corp. today introduced political segment demographics for its TV Essentials and StationView Essentials services. These new demographics are based on the political outlook from the millions of American TV viewers.

The company said: “Heading into the 2012 political campaign season, where billions of dollars will be spent, those interested in buying or selling political advertising can now identify TV programs that will be more receptive to candidates messages throughout the entire political spectrum; ranging from the most liberal to the most conservative.”

“Agencies, political candidates and political parties can utilize Rentrak’s segments to identify TV programs that are most likely to have audiences that are receptive to their message,” said Dr. David Algranati, Rentrak’s SVP of product innovation and analytical solutions. “The segments utilize political outlook and viewing behavior to identify political insights on a local and national TV level that has not been available for prior elections.”

Rentrak provides daily measurement of all TV networks nationally and at a granular level for TV stations in all 210 media markets nationwide. The service incorporates data from more than 19 million satellite, telco and cable television sets and integrates it with product consumption information.