WCMH-TV Signs Up Rentrak
February 10, 2010
COLUMBUS, OHIO: WCMH-TV is the third station to sign up for
detailed local audience measurement in this Midwestern market. The Media
General-owned NBC affiliate cut an agreement to use Rentrak’s StationView
Essentials service, which taps into set-top boxes to collect viewer data. LIN
TV’s CW affiliate, WWHO-TV; and Sinclair’s Fox, WTTE-TV, also use the service.
Rentrak launched the broadcast-centric measurement service in December, with
Sunflower Broadcasting as the first to sign up its Kansas CBS, CW and Univision
stations. The service provides greater detail than typical Nielsen
measurements, including live reporting, cable performance, duplication and retention
Sinclair signed up in late December for WSYX-TV (ABC) and WTTE-TV (Fox) in
Columbus,; WCGV-TV (MyNet) and WVTV-TV (CW) in Milwaukee; KABB-TV (Fox) and
KMYS-TV (MyNet) in San Antonio, Texas; and KDNL-TV (ABC) in St. Louis,
Missouri. LIN TV signed up WWHO last month.
Rentrak focused initially on video-on-demand, which got its software into
set-top boxes with Comcast in 2004. The following year, Comcast made the data
available to content providers. By early 2008, Rentrak had 26 participating
cable systems, and last March launched a version of Essentials for non-rated
cable networks, signing up The Inspiration Network with its 56-million
subscriber footprint. Rentrak also jumped into mobile measurement in the last
year, with MobiTV
and broadcasting’s Open
Mobile Video Coalition, which is beta testing mobile DTV in Washington,
Rentrak’s own footprint burgeoned this week through a deal giving it access to
Dish Network 14 million more TVs. ( See “) Rentrak to Measure Through
The Portland, Ore. company reported fiscal 2010 third-quarter results this
week, posting a net loss of $579,000, or 5 cents a share, on revenues of $23.1
million. Without one-time expenditures, net income would have been $800,000.
Rentrak (NASDAQ: RENT) shares are down nearly 3 percent year-to-date to $17.23
(12:41 EST). -- Deborah D. McAdams
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