CHARLESTON, W.Va. -- West Virginia Media Holdings has signed a multi-year agreement with ratings service Rentrak Corp. to provide local ratings information for its eight West Virginia television stations.
Rentrak is a competitor to the popular Nielsen Co. ratings service. While Nielsen focuses on using diaries using quarterly "sweeps" months to track viewer information, Rentrak passively collects data year-round using a set-top-box on a viewer's television.
More than 235 stations subscribe to Rentrak's local TV measurement services.
West Virginia Media president and CEO Bray Cary said the Rentrak data would give the company stable and reliable audience measurements in every market of the state.
"With Rentrak household and demographic ratings every day of the year, our advertiser and agency clients will be the real winners," Cary said. "Plus, their automotive metrics will allow our automotive clients to allocate dollars more efficiently and effectively when reaching their true target."