Vme Signs Ratings Deal With Rentrak

Vme, the ad-supported educational Spanish-language programming network distributed via PBS stations’ digital subchannels, has inked a deal with fast-growing audience measurement firm Rentrak that gives it access to TV ratings currency other than that of dominant ratings firm Nielsen.

As part of its “TV Essentials” contract, Vme will use Rentrak’s TV-ratings currency, including its automotive segmentation, to better examine audience viewing habits and trends. Vme will also use Rentrak to give advertisers specific performance metrics tied to advertiser targets, Rentrak said in a joint Dec. 30 announcement from Vme vice president of programming and operations Doris Vogelmann and Rentrak president of national television Chris Wilson.

“Rentrak is pleased that a leading Hispanic network is adopting our Advanced Demographics ratings,” Wilson said. “We look forward to being a strong partner as they look to advance television selling and buying norms.”

Rentrak’s television ratings service has gained notice for its ability to provide viewing estimates through data aggregation of satellite-TV, teleco and cable providers. The company’s stock soared by 26% on January 16, but Vme isn’t to thank for the huge one-day deal. Rather, it’s CBS, which signed a similar for its flagship broadcast network and cable channel CBS Sports Network.  

With the deal, CBS becomes the first of the Big Four networks to sign with Rentrak.