Zenith Media Makes The Move To Rentrak

The national ad agency will use Rentrak data for local TV planning and buying, instead of Nielsen numbers.

Zenith Media will now be using Rentrak’s passive TV ratings data for local television buying, the companies announced this morning.

Under a new agreement, Zenith Media becomes the first national agency to choose Rentrak’s local TV currency as the negotiation tool to deliver TV campaigns for clients.

Zenith Media is part of Zenith Optimedia — a global media services network with more than 7,400 people working in 262 offices across 74 countries. It is part of Publicis Groupe, the world’s third largest communications group, and the world’s second largest media counsel and buying group.

“Zenith is proud to be at the beginning of a big industry change. For the first time in industry history, we are replacing the low-response rate, highly unpredictable surveys and diaries with massive and passive measurement,” said Zenith’s Chief Data Officer Rob Jayson. “We expect to see significant reductions in costs for our clients as well as dramatically improved service. Every one of our clients is looking forward to the prospect of greater predictability and accountability.

“We expect that this new Rentrak-based currency will become the new gold standard for all of local TV ad spending and are excited about the prospect of significant change and improvement in our TV currency and trading,” Jayson added. “Rentrak information will help us open up a new era of TV negotiation through the use of modern data matching techniques, which enable us to trade on consumer audiences rather than broad demographics.”

Comments (3)

Leave a Reply

John Bagwell says:

October 3, 2014 at 9:31 am

Those are some pretty bold statements by Rob Jayson. The grass isn’t always greener. Just because Rentrak is not Nielsen does not make it better. They both have their pros and cons.

Mark Sherman & Jennifer Loven says:

October 3, 2014 at 10:02 am

Nielsen is a dinosaur and waited too long change. Who in the world would still use mailed in diaries when better technology is available? Adapt or die.

diane seghers says:

October 3, 2014 at 12:55 pm

The dam has been broken. I believe Rentrak is superior when we use research for what it’s intended. To reach the actual purchasers of products. Ask to hear their case study on pet foods.