Rentrak said Thursday that it has reached a TV ratings and automotive segmentation agreement with Discovery Communications.
As part of the deal, Discovery will adopt Rentrak’s TV ratings and IHS Polk Automotive data to provide more comprehensive measurement of advertising campaigns running on Discovery’s portfolio of networks.
“Rentrak’s automotive data will increase our ability to deliver custom insights, targeting, and accountability measures to our clients”, said Discovery senior vice president, market research, ad sales Beth Rockwood in a statement.
Discovery reaches nearly 3 billion cumulative subscribers in 220 countries and includes popular networks like Discovery Channel, Animal Planet, TLC, Investigation Discovery and Science as well as U.S. joint venture channel OWN: The Oprah Winfrey Network.
“Rentrak is pleased that Discovery Communications is joining the growing list of network groups subscribing to our TV services,” said Rentrak CEO and vice chairman Bill Livek in a statement. “We look forward to being a strong partner for their networks.”
Rentrak's television ratings glean TV viewing information from more than 30 million TVs across the country, and video on demand viewing from more than 117 million TVs in the U.S. and Canada, including granular information for TV stations in all 210 local markets projected to the U.S. population.