×
You will be redirected back to your article in seconds

Rentrak Makes Inroads in TV Ratings Measurement with Majors

Rentrak is gaining traction with its enhanced TV ratings services thanks to new deals with Fox Television Stations and Sony Pictures TV.

Fox TV Stations on Wednesday said it has signed to Rentrak’s local TV ratings service that gathers data from digital sources such as cable and satellite TV set-top boxes. Sony Pictures TV earlier this month signed on for Rentrak’s measurement service for syndicated TV shows.

Fox is hoping the detailed local market data will enhance its sales pitch to key advertisers including political ad buyers. Fox’s O&O group spans 28 stations and 18 markets.

“We are happy to have immediate access to Rentrak’s Advanced Demographics data. More importantly, we expect this will accelerate the long overdue progress toward an accurate digital measuring system in local TV, one based on a census, not estimates, and one that measures all screens,” said Fox TV Stations CEO Jack Abernethy.

Rentrak still has a long way to go to challenge the primacy of Nielsen ratings as the currency that drive advertising sales. But networks and studios have long been frustrated with what are seen as shortcomings in Nielsen’s methodologies and technological systems. At a time when viewing habits are changing dramatically, programmers are looking for any tool to help provide better measurement of disparate viewing and more detailed household demographic data.

“We are excited to welcome Fox as the first owned and operated network TV group to go ‘all-in’ with Rentrak,” said Rentrak vice chairman and CEO Bill Livek.

Sony’s deal with Rentrak will provide the studio with access to data on syndicated programs from all 210 television markets across the country.

Popular on Variety

More TV

  • Hailee SteinfeldTribeca TV Festival 2019 Presents

    Hailee Steinfeld Announces New Single Tied to Apple TV Plus' 'Dickinson'

    Actress, singer and producer Hailee Steinfeld is set to release a new single entitled “Afterlife” on Sept. 19, a track she created for her upcoming Apple TV Plus series,”Dickinson.” “This is a song I’m incredibly proud of, and I feel like after embodying this character, I have a more fearless approach to my writing,” Steinfeld [...]

  • Rachel Bloom

    Rachel Bloom Announces Pregnancy After Emmy Win

    “Crazy Ex-Girlfriend” star Rachel Bloom made a special announcement after winning her Emmy for best original music and lyrics — she is pregnant. Bloom announced the news backstage on Saturday at the Creative Arts Emmy Awards. She joked she had planned to reveal the news on Instagram but that doing it at the Emmys was even [...]

  • EVIL is a psychological mystery that

    TV Review: 'Evil'

    In its pilot installment, CBS’s new drama “Evil” delves into that which may lie beyond the rationally explicable. And the show itself represents something almost supernatural by 2019 standards, too: A well-made hour fueled by chemistry between its leads and a strong idea of itself. On the basis of its debut outing, which screened at [...]

  • Emmy Awards Placeholder

    Creative Arts Emmys: 'Free Solo,' 'Queer Eye' Among Big Winners on Night 1 (Full List)

    “Free Solo,” “Queer Eye,” “RuPaul’s Drag Race” and “Saturday Night Live” were among the big winners Saturday after the first night of the Creative Arts Emmy Awards at the Microsoft Theater in downtown Los Angeles. “Free Solo,” the National Geographic feature documentary that already claimed the Oscar earlier this year, lead the field on the [...]

  • Gary Cole, Christina Anthony, Tika Sumpter,

    'Mixed-ish' Team on Why 'All Stories About "Others" Are Necessary'

    The producers and cast of “Mixed-ish” are not out to tell a singular black and white story — but one that showcases and celebrates all shades in between. “It’s important for me across the board in all of my work to talk about ‘otherness’ and identity and real, grounded characters,” showrunner Karin Gist told Variety [...]

  • Shane Gillis

    Comedians Condemn Shane Gillis Over Slurs

    “Saturday Night Live” showrunner Lorne Michaels has yet to comment on the racist and homophobic remarks made by newly hired cast member Shane Gillis, but comedians and actors are expressing their condemnation on social media, some even asking that he be fired from the show.  Footage of Gillis’s podcast, “Matt and Shane’s Secret Podcast,” was [...]

More From Our Brands

Access exclusive content