• by Joe Mandese , February 7, 2012

Interpublic’s Mediabrands unit, including Universal McCann, Initiative and Magna Global, has licensed a new “movie-goer” segmentation database, as part of the holding company’s subscriptions with TV audience ratings supplier Rentrak.

Rentrak disclosed the agreement as part of a quarterly earnings announcement, but did not elaborate on the audience segmentation system, other than to note that Mediabrands licensed it as part of its overall agreement, and that it plans to be “an aggressive user” of the data “in the marketplace.” Mediabrands’ subscription includes virtually every one of Rentrak’s offerings including its exact commercial ratings.

Rentrak noted that it also signed deals with other big agency groups, including Aegis Media North America, Camelot Strategic Marketing & Media, PrecisionDemand and The Lloyd Daniel Corporation, and that it now counts “nearly every major national advertising holding company as a client.”