Rentrak Announces Major Contract Expansion With Raycom TV Across 17 Key Markets

Rentrak Corporation RENT today announced a long-term contract expansion with Raycom TV for Rentrak's StationView Essentials local market census-based ratings service across 17 of the largest Raycom television markets. This more comprehensive contract includes the integration of the Polk Automotive and Political Segmentation information with Rentrak's household and advanced Demographics Ratings. These allow Raycom to sell not only the size of their audiences, but also their "strength" of a particular Auto purchaser or Political segment. Rentrak's ability to provide insights into viewers' consumer purchasing information, in addition to gross ratings points in these key categories, creates expanded revenue opportunities for Raycom's stations. Raycom signed with Rentrak in 2010 for service in two TV markets, Charlotte and Birmingham. Raycom's success in these initial markets resulted Raycom's decision to expand its relationship with Rentrak across many of their largest TV markets. Raycom is one of the nation's largest local television broadcasters, with stations in 18 states covering approximately 13% of the U.S. population.