DISH network will provide its TV viewing data to audience measurement service Rentrak, enabling the Portland, Ore.-based Rentrak to become the only company to offer media measurement in all 210 TV markets.
The new data will give Rentrak’s TV Essentials more than 15 million televisions nationwide when combined with telco TV and cable viewing information.
Michael Kelly, executive vice president of Direct, Commercial and Advertising Sales for DISH Network, said the integration of DISH Network’s viewer data with Rentrak’s TV Essentials product will result in the “most meaningful and credible viewer measurement offering, and will positively influence the future of television and advanced advertising.”
“Rentrak can now provide the only fully-integrated system of detailed satellite, telco TV and cable viewing information from more than 15 million televisions nationwide that can help increase the effectiveness and efficiency of national and local television advertising campaigns,” said Bill Livek, CEO of Rentrak.
“With this massive national data set comprised of anonymous, second-by-second viewing information (including live and time-shifted DVR click-stream viewing), TV Essentials is the only fully integrated service that can merge advertisers’ segmentation systems and their proprietary customer definitions to provide, for the first time, the power of direct marketing tools to television media buying.”