Rentrak Adds Polk's Auto Data to TV Ratings

In the US, multi-screen measurement specialist Rentrak has partnered with auto market intelligence firm Polk to integrate the latter's consumer purchase behavior info - including vehicle make and model by auto segment - into the former's TV database ratings system.

Rentrak says the deal will enable clients to identify the best programs for their auto ad campaigns.

CEO Bill Livek comments: 'Rentrak's database currency now has the ability to match TV viewership data from over 19 million TVs with automotive purchasing behavior, in order to provide our local stations, agencies and network clients with the advanced targeting tool they need to attract additional advertising revenue from the auto category - one of the largest spending categories for advertising dollars.'

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