Rentrak Adds Household Demographics to STB Data

In the US, multi-screen measurement firm Rentrak is to add anonymous household demographic data to its national and local TV audience set-top-box (STB) data measurement services, through a partnership with consumer insight provider Epsilon.

Rentrak currently integrates other databases with daily television viewing behavior from more than 17 million sets. The firm says that by combining Epsilon's household information with the ratings results from its TV STB data, clients will be provided with a database that can be used for enhanced targeting for planners, buyers and sellers of TV advertising.

Epsilon - which offers consulting, customer database technologies, proprietary data, predictive modeling and a full range of direct and digital agency services - will provide Rentrak with 200 demographic data points.

'Adding anonymous household demographic information to our viewership data is another example of how Rentrak is working with the industry to help advertisers use the power of television to reach their customer targets,' states Cathy Hetzel, President of Rentrak's Advanced Media and Information (AMI) division.

Web sites: www.rentrak.com and www.epsilon.com .