NEWS27 May 2014
US — Chicago media agency Kelly Scott Madison has struck a deal with Rentrak to use the latter’s audience data to inform its TV buying strategies in local markets.
The deal hands Kelly Scott Madison a contract for Rentrak’s StationView Essentials service, which reports audience numbers and demographics in 210 US television markets.
Viewing data comes from the set-top boxes of 29m televisions, while demographic characteristics are modelled using consumer data from companies including RL Polk, Simmons and Experian.
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