Belo expands Rentrak TV audience counting deal

The firm extended its existing deal for ABC-affiliate channel WFAA in the Dallas-Fort Worth area, and has signed up to receive audience numbers for KHOU in Houston, KTVK and KASW in Phoenix and KING and KONG in Seattle.

Peter Diaz, president of media operations at Belo said: “”Belo believes that the future of local television measurement very well may be a set-top-box based system. To that end, Belo is investing in Rentrak, the first fully operational STB based system, in order to evaluate, explore and investigate the values and potential of STB ratings.”

Cathy Hetzel, president of the AMI division at Rentrak added: “. We are proud that Rentrak’s TV information has provided Belo with a competitive edge and reason to expand our relationship into their top markets.”