NEWS20 April 2010
US— Florida-based CW Television Network-affiliate WXCW has signed up to use Rentrak’s StationView Essentials service, which provides broadcasters with information about viewing habits in local markets using set-top box data.
The station is the second Florida-based broadcaster in quick succession to sign up to the service after CBS-affiliate WINK-TV struck a deal with Rentrak last week.
Jim Schwartzel, vice president at WXCW owner Sun Broadcasting said: “Rentrak’s service meets our needs by providing a large broad-based sample to track audience flows and deliver accurate viewing measurement for our advertisers.”
Cathy Hetzel, president of Rentrak’s advanced media division added: “Stations need and are ready for a richer passive measurement of their audience. WXCW will now be armed with the largest TV viewing database to help sell advertising and promote the power of local TV.”
The world's leading job site for research and insight
Resources Group
Qualitative Senior Research Exec – London / Hybrid working
Up to circa £35,000 + Benefits
Resources Group
Project Manager – Quantitative – Dynamic Boutique Agency
£30–40,000 + good benefits
Spalding Goobey Associates
Senior Research Executive, Mixed Methods – Technology and IT
£Excellent Package
-
Brought to you by:
©2025 The Market Research Society,
15 Northburgh Street, London EC1V 0JR
Tel: +44 (0)20 7490 4911
info@mrs.org.uk -
© Copyright 2025 Research Live
1 Comment
John Grono
15 years ago
Can someone please explain how STB data that measures tuning and not viewing, and not for all TVs in the home provides "accurate viewing measurement for our advertisers". I know that there are hybrid methodologies (that rely on panel-based empirical data), but surely this is to "deliver cheaper viewing measurement for station management".
Like Reply Report