Sinclair Signs Groupwide Rentrak Agreement

Rentrak announced today a groupwide contract expansion with Sinclair Broadcast Group for audience measurement services, including Rentrak’s Advanced Political and Automotive Demographic ratings, for all stations and markets in their portfolio.

Sinclair, which reaches approximately 38% of U.S. television households, was among Rentrak’s original local market clients, first signing with Rentrak in 2009 for measurement of seven stations in four markets. The new contract expands the current agreement with 104 new stations in all of their 81 markets.

“We are pleased to announce this expanded relationship with Rentrak, who has demonstrated a real commitment to provide relevant measurement of local television audiences with insightful qualitative data that highlights the unique value of the audiences we deliver each day,” said Sinclair EVP-COO David Amy. “Sinclair was an early supporter of Rentrak as it was clear to us that the broadcast ecosystem would benefit from more automated reporting systems and measurement methodologies based on larger samples.”  

“Sinclair’s groupwide commitment to Rentrak is clear evidence of the high currency value Sinclair places on Rentrak services,” said Bill Livek, Rentrak vice chairman-CEO. “We are delighted to have one of the largest broadcasters in the country support our product and methodologies and welcome all of Sinclair’s stations to Rentrak.”