Dish Network, Rentrak ink TV audience agreement
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.
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