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Dish Network, Rentrak ink TV audience agreement

Mon, 02/08/2010 - 7:15am
Mike Robuck

Dish Network and Rentrak Corp. have completed an agreement that integrates Dish’s TV viewing data with Rentrak’s TV Essentials audience measurement service.

"Rentrak's TV Essentials product, fueled by Dish Network's comprehensive set-top box data, is the most meaningful and credible viewer measurement offering and will positively influence the future of television and advanced advertising," said Michael Kelly, executive vice president of direct, commercial and advertising sales for Dish Network.

According to the two companies, Dish Network provides Rentrak with the ability to become the only company to offer media measurement in all 210 TV markets, with more than 15 million televisions nationwide when combined with telco TV and cable viewing information.

"With this massive national data set comprising anonymous, second-by-second viewing information (including live and time-shifted DVR click-stream viewing), TV Essentials is the only fully integrated service that can merge advertisers' segmentation systems and their proprietary customer definitions to provide, for the first time, the power of direct marketing tools to television media buying,” said Rentrak CEO Bill Livek.

More Broadband Direct 2/08/10:
•  CableLabs, Canoe Ventures bow new EBIF IO6 spec
•  Broadcom has integrated DTA chip
•  BelAir Networks adds DOCSIS 3.0 into Wi-Fi
•  OPEN MIC: Raising the Summit
•  Rovi to add FourthWall's EBIF widgets 
•  Pacific Northwest signs on for RCN Metro's Ethernet service
•  Dish Network, Rentrak ink TV audience agreement
•  FCC: Heavy traffic ahead
•  FairPoint plan would slash debt by two-thirds
•  Broadband Briefs for 02/08/10

 

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