Sinclair to Test Rentrak Measurement System

Will use set-top data in four markets

By Glen Dickson -- Broadcasting & Cable, 12/23/2009 10:12:23 AM

Measurement firm Rentrak appears to be gaining momentum in its push into the broadcast business, announcing Wednesday that one of the largest station groups, Sinclair Broadcast Group, will test Rentrak's new "StationView Essentials" system to measure viewing of seven stations in four markets. Sinclair is one of several large station groups who have expressed dissatisfaction with local TV ratings provided by measurement giant Nielsen.

Sinclair stations participating in the trial, which will use the Rentrak system to measure local station performance via set-top-box data, are: WSYX (ABC) and WTTE (FOX) in Columbus, Ohio; WCGV (MNT) and WVTV (CW) in Milwaukee, Wisc.; KABB (FOX) and KMYS (MNT) in San Antonio, Tex.; and KDNL (ABC) in St. Louis, Mo.. Rentrak says the agreement will include working with advertisers and agencies to combine direct marketing tactics with set-top viewing data.

The agreement will begin on January 1, 2010 and includes a long-term expansion option for all of Sinclair's markets. Outputs will include analytics of total television consumption, and advertising buys based on engagement metrics derived through the StationView Essentials service.

"When Rentrak approached Sinclair about participating in this industry-leading trial we knew we had to participate to accomplish two things: advance the state of measurement and analytics for the television industry, and to have access to highly detailed information with which to better manage our stations," said Sinclair Television Group COO Steve Marks in a statement. "Rentrak's ability to measure highly granular viewing patterns, capture information and mold it into actionable knowledge made it an easy decision to team up to be a part of the trial."

Earlier this month, Rentrak announced Sunflower Broadcasting, which operates CBS affiliate KWCH in Wichita, Kan, as the first customer for the StationView Essentials product. The StationView system features second-by-second viewing data at the station level, and allows station owners to view competitive data from other stations in the market and monitor program performance leading into ad breaks. Rentrak provides data from the top 100 markets based on anonymous household viewing.
 
"Our partnership with Sinclair Broadcasting allows Rentrak the opportunity to deliver on advertising agency demands for more accountable media measurement," said Rentrak SVP of business development Carol Hinnant in a statement.  "Having the support of one of the nation's largest and most renowned station groups expands Rentrak's ability to prove the power of our newest offering designed specifically for local station broadcasters."