MUMBAI: Rentrak Corporation announced that MPG has licensed Rentrak’s TV Essentials  database of millions of reporting households in order to gain access to deeper insights provided by the company’s robust and granular set-top-box (STB) viewing data.
 
"MPG is excited to move forward in exploring set-top-box data with Rentrak, a leader in the STB realm. We are searching for more efficient ways to target key customers and prospects within the TV landscape," commented MPG’s chief commercial officer Sasha Savic. "During this Upfront, we feel that Rentrak will help us expand our knowledge of how to target behaviorally rather than simply relying on traditional age/ sex demographics making our TV buys more effective for our clients."
 
"As the industry continues to embrace Rentrak data, we’re very pleased that MPG is moving quickly to uncover new ways to help their clients better understand the fast moving changes in the television marketplace.  Rentrak’s TV Essentials television database currency will better inform MPG’s Upfront TV planning and buying client team," said Rentrak CEO Bill Livek.
 
Rentrak’s TV Essentials’ unique capabilities provides significant benefits to the media, agency and advertising  industries including, advanced targeting; greater granularity of viewing data; measurement of highly targeted networks; video-on-demand data; as well as offering a stable and predictable measurement in all 210 DMAs.