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LIN Signs Up WWHO-TV for Local Ratings Analysis

PROVIDENCE, R.I.: LIN TV signed up its CW affiliate in Columbus, Ohio for Rentrak’s local measurement service. WWHO-TV will be using Rentrak’s StationView Essentials service for detailed local metrics derived from set-top boxes.

Portland, Ore.-based Rentrak says StationView was developed via the guidance of local broadcasters to provide more detailed local audience data than they currently have. “Subscribers receive live granular station and telecast level reporting, including cable network performance detail as well as audience duplication, retention and news analysis information,” the company said.

StationView was launched in mid-December. WWHO is the second StationView-measured network affiliate in Columbus. Sinclair’s Fox-affiliated WTTE-TV is also in the market. Sinclair signed up stations in four of its markets last month soon after the service was launched--Columbus, Milwaukee, San Antonio, Texas; and St. Louis. That agreement went into effect Jan. 1 and includes a long-term option for all 58 Sinclair TV stations in 35 markets.

Rentrak publishes a weekly “stickiness” index of TV shows in prime-time. The index for the week of Dec. 21-27 is available at the company’s Web site here.