Rentrak, the measurement company expanding its local-market TV service, has signed a slew of stations, some agencies and now at least one client: a car loan company with operations in 12 states.
TitleMax, which offers title loans to consumers who often have limited access to credit, has inked a deal to receive access to Rentrak’s service predicated on set-top-box data. The information, which includes second-by-second data, will be used to more effectively plan media buys.
TitleMax can “better define our advertising targets using consistent methodology across all markets," stated Blair R. Jesswein, the marketing director at TitleMax, which operates 800-plus stores.
As of 2011, the Savannah, Ga.-based company, which is privately owned, had operations in states from Georgia to Nevada.
Rentrak is attempting to challenge Nielsen, partly by offering data culled from far more homes than Nielsen’s panel-based system. The company has deals with station groups such as Post-Newsweek and Nexstar and Hubbard Broadcasting.
Its stock price has been rising, up from a 52-week low of $11.23 to $18.25 in midday trading Monday.
The Rentrak strategy is to sign a station, agency or client in a particular market. When one begins using its data as a deal-making basis, it hopes that will prompt other entities to sign up.