Rentrak Signs Up 200th Station With KLAS

Ratings alternative to Nielsen hits milestone with Vegas's CBS affiliate

By Michael Malone -- Broadcasting & Cable, 11/7/2012 12:09:17 PM

Rentrak has signed up its 200th station for its StationView Essentials ratings service, as Landmark Media-owned KLAS Las Vegas came on board. KLAS is the ratings and revenue leader in DMA No. 40.

Across town, NBC affiliate KSNV signed on with Rentrak Oct. 1, after its Nielsen contract expired. Most Rentrak clients in local TV continue to receive Nielsen ratings.

KLAS is in the midst of a multi-year contract with Nielsen; Emily Neilson, president and general manager of KLAS, described Rentrak as a "supporting service" to Nielsen. "Rentrak provides a bigger picture of our viewers and their buying habits. With this information, we can help our clients maximize their marketing dollars with more precise targeting," said Neilson.

StationView Essentials incorporates ratings information from over 20 million televisions, including those hooked up to satellite, telco and cable.

"As the 200th station to subscribe to Rentrak, the signing of KLAS marks a major achievement for the Rentrak's local currency adoption," said Cathy Hetzel, corporate president and president of advanced media and information at Rentrak.