A&E Nets Sign With Rentrak: Will Integrate MasterCard, Polk Data

In another bid to beef up its market intelligence, A&E Networks has announced a deal to license TV audience measurement data from Rentrak. The deal -- one of the highest-profile network groups to sign up for Rentrak's services to date -- gives A&E access to Rentrak's digital set-top ratings data, as well as the ability to integrate it with consumer product and purchasing data from Polk and MasterCard.

The deal follows A&E’s first-mover deal last spring, making it the first major TV networks group to license actual agency media-buying data from Standard Media Index.

A&E Ad Sales President Mel Berning stated that the Rentrak data will be used to “demonstrate our networks' audience value far beyond the traditional demographic measures,” a reference to the conventional sample-based ratings generated by Nielsen that are still the TV advertising marketplace&'s currency for making most deals.

The deal, meanwhile, is a huge vote of confidence for Nielsen rival Rentrak, which has deals with other TV networks, station groups and agencies.

A&E’s portfolio includes A&C, History, Lifetime, H2, Bio and Lifetime Movie Network.

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2 comments about "A&E Nets Sign With Rentrak: Will Integrate MasterCard, Polk Data".
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  1. Darrin Stephens from McMann & Tate, September 18, 2013 at 8:35 a.m.

    So, will A&E be willing to cut advertising deals using Rentrak data (and only Rentrak data) as "currency?"

  2. Jason Burke from clypd, Inc, September 19, 2013 at 12:57 p.m.

    More data on top of television activity. Props to A&E and Rentrak -- the tides are turning

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