Zenith Media Makes The Move To Rentrak

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.”