Rentrak continues to gain extra momentum with TV content providers.
The TV-media measurement company has now expanded its deal with Fox Networks Group, which consists of Fox Broadcasting, FX Networks and National Geographic Channels. The new deal will include linear TV ratings measurement and single-source consumer data reporting.
Audrey Steele, senior vice president of sales research and marketing of Fox Networks Group, said: “Rentrak has been embraced by all the major agency holding companies and it is important to FNG we have the same intelligence that Rentrak provides to the buying community.”
Recently, Rentrak signed on major media agency Zenith Media, which will look to use Rentrak data possibly as a major deal-point -- instead of using Nielsen viewing data -- in spot TV ad deals with TV stations and its media clients.
Zenith is running a test effort in three markets -- although it won’t disclose specifics. Zenith said it will not adopt Rentrak as its official “currency” in other markets until clients have had a chance to evaluate and vet results.
By the end of 2014, Rentrak will glean data from 26 million set-top-box homes, helped to these higher levels through deals made with pay TV providers DirecTV and Cox -- up from 13 million set-top boxes in 2011.Rentrak will report on nearly 300 networks and over 1,650 TV stations.