Zenith and Rentrak Corporation, a leader in multi-screen media measurement serving the ad and entertainment industries, announced Zenith USA will be using Rentrak’s TV Essentials set-top-box (STB) service to help build the agency’s strategy for this year’s television upfront.
“Zenith chose to partner with Rentrak because we recognize the important role that STB data now plays in understanding television audiences and we know that TV Essentials will help us improve our clients’ ROI,” said John Spadaro, Zenith Media’s Senior Vice President, Director of Video Broadcast Research. “The millions of STB data points that only Rentrak has, will play a critical role in effectively tapping into the audiences of highly targeted networks in media plans and buys during the upfront season. This partnership will allow Zenith to blaze the way for more strategic targeting.”
Added Carol Hinnant, Rentrak’s SVP/Business Development, Advanced Media: “By using TV Essentials, Zenith will gain valuable insights into more than 300 ad-supported networks at a second-by-second level to provide intelligence that can be used to plan and target client segments more precisely moving forward.”