Growing acceptance over the past several years of Rentrak’s TV viewing data as at least a complement to Nielsen’s has resulted in tangible benefits for TV stations and media agencies. But challenges remain for the ratings upstart.
TV station executives — particularly those in small diary-only markets — say the more detailed and immediate Rentrak numbers have improved their selling position, and media agencies say they like Rentrak’s melding of viewership and product purchasing data.
Source: Rentrak Making TV Measurement Headway | TVNewsCheck.com