• Mediaweek, Tuesday, August 4, 2009 10:50 PM

Rentrak, one of several research firms offering TV measurement services based on set-top box data, has signed up Sprout, a channel aimed at preschoolers.

As part of its agreement with Rentrak, Sprout will have access to viewing data based on more than 3.8 million TV set top boxes in 48 markets. Sprout is available in 47 million households on cable, on demand and online. It is one of several unrated niche networks turning to Rentrak for TV viewing estimates. Others are: HDNet, WealthTV, and Inspiration Network.

"With this technology, Sprout can now leverage census-level, second-by-second analysis of viewership data," says Carol Hinnant, senior VP at Rentrak.

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