DMA 22, 40, 69

Rentrak Adds Three New Vision Stations

The group owner adds KOIN, WIAT and KSNW to the list of subscribers to Rentrak's StationView Essentials television database and measurement service.

Rentrak Corp. today announced a multi-year contract with station group New Vision Television to provide its StationView Essentials television database currency for CBS affiliate, WIAT Birmingham, Ala. (DMA 40); NBC affiliate KSNW Wichita, Kan. (DMA 69); and CBS affiliate KOIN Portland, Ore. (DMA 22)

“Adding two more large-market clients and yet another station in Wichita, where Rentrak currently has seven other station subscribers, further demonstrates industry support for Rentrak’s database currency,” said Rentrak’s Steven Walsh, SVP, local television sales.

“New Vision chose to work with Rentrak in order to have access to more stable data to significantly reduce money spent on ‘make-goods,” Walsh added, “and capitalize on direct marketing dollars by proving audiences are staying tuned through commercials. Additionally, all stations will be able to take advantage of more stable and comprehensive audience measurement.”

Said Steve Spendlove, EVP, New Vision Television: “As an industry leader, our station group needs access to relevant television measurement that more accurately represents today’s television viewer. By leveraging massive databases of television viewing versus small samples, Rentrak’s StationView Essentials provides New Vision subscribing stations with a more reliable way to demonstrate the value we bring to advertisers.”

Available in all 210 local TV markets, Rentrak’s StationView Essentials service features a database of satellite, telco TV and cable viewing information from millions of televisions nationwide. Rentrak provides both local and national markets with basic demographic ratings combined with new metrics like ARI (Ad Retention Index), Stickiness Index and brand/advertiser-specific ratings in order to generate “purchaser ratings” for its clients.

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