Measurement company Rentrak inked a deal earlier this week with the Gannett Broadcasting Station Group to provide local market viewing information, along with data on ad retention and ad engagement, to the station group. Gannett's 23 stations reach 21 million homes.
The Gannett deal is one of the first for Rentrak's new local TV station measurement product. TV stations are facing tough times as viewers migrate to new mediums, and that's why broadcasters are looking for new tools to help them better understand their audiences. We caught up with Rentrak's Carol Hinnant at the National Association of Broadcasters conference recently, and she discussed how the service measures viewing across all platforms.