Rentrak's national TV measurement service employs set-top-box data from Dish Network, Charter, AT&T U-verse and others to offer second-by-second measurement data. Scripps will use the data as part of a single-source service that looks to link ad exposure to purchase behavior.
The viewership data is matched with information in the auto category from Polk and spending data from MasterCard to determine the connections.
Chris Ryan, vice president of sales research and strategy at Scripps, stated that Rentrak has “energized the media-buying community.”
Rentrak’s national TV service offers an option for smaller networks that go without Nielsen data, but Scripps joins its list of larger programmers.
Rentrak has recently signed deals with fledgling cable network Pivot from Participant Media and a Sony network featuring Hindi general entertainment programming that has availability in the U.S.