Dallas-based Camelot Strategic Marketing & Media, one of the largest privately-held media shops in the Southwest, with a client roster including Southwest Airlines, has signed up to use
Rentrak’s local TV ratings service.
The deal comes weeks after Aegis’ Carat unit agreed to begin utilizing “exact commercial ratings” from Rentrak’s TV Essentials
service, and marks another major agency utilizing Rentrak’s digital set-top-based ratings data to plan and buy TV advertising.
Camelot COO Chris Schembri stated that the agreement
“recognizes the importance of census-based TV ratings,” adding that it would help the agency “better target, plan and buy television.”
Nielsen, which has been
developing its own digital set-top-based data service, is expected to make an announcement about deploying it soon.
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