Zenith Using Rentrak Data To Plan, Buy Local TV

Rentrak said that Zenith Media has become the first national agency to pick Rentrak’s local TV data as the basis for planning and buying local TV advertising.

Rentrak has been providing ratings information on viewing for a growing number of stations, supplanting Nielsen in the local ratings business.

While Nielsen’s data is mainly based on panels of sample viewers, Rentrak primarily relies on viewing information that comes from millions of set-top boxes.

Read more at B&Chere.

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.