Sprout Peels Into Rentrak's Set-Top Data


PBS Kids Sprout has signed a deal to use Rentrak's TV Essential viewer-measurement service for analyzing set-top box data from 3.8 million households in 48 markets.

"We're delighted to be partnering with Rentrak to help shape this innovative new measurement tool," Sprout president Sandy Wax said in a statement.

Sprout has used Rentrak's video-on-demand data since the network debuted as a VOD service in 2005. Currently, the preschool-targeted network is available in 47 million unique households.

All told, Rentrak's TV Essentials aggregates click-stream data from more than 10 million digital set-top boxes in Charter Communications' Los Angeles division, Dish Network and AT&T u-verse TV. The data, according to Rentrak, mirrors U.S. census demographics.