Rentrak has signed up another station customer for its ratings service, reports MediaPost. LIN’s WWHO Columbus, a CW affiliate, has inked a contract for Rentrak’s “StationView Essentials” service. LIN confirms that the station has parted ways with Nielsen.
Rentrak has slowly been raising its profile as it offers stations an alternative to Nielsen.
The deal follows similar ones announced in recent weeks with Sinclair Broadcast Group and Sunflower Broadcasting, and comes as Nielsen Co. has begun the process of transitioning its local TV ratings to a controversial set of time-shifted data streams that have the major spot TV buying agencies and advertisers up in arms.