Rentrak, the leader in precisely measuring movies and TV everywhere, today announced a local market television ratings agreement with two KITV "Island News" television stations in Honolulu.
Under the agreement, KITV-TV (ABC) and KITV-TV (MeTV) will utilize Rentrak's daily demographic and household ratings, as well as Rentrak's Advanced Demographics, as selling currencies for the upcoming year.
"We have been watching Rentrak's growth and acceptance in the nation with television stations, MPVDs and agencies over the years and feel the time is right for KITV to adopt Rentrak's measurement currency," said KITV President and General Manager Joe Mac. "Rentrak's stable daily demographics and advanced ratings give us the powerful tools we need to provide our advertisers with the best and most relevant audience information available every day of the year."
"Having stable, accurate and reliable measurement is critical to our business," said KITV Director of Sales Russell Elwell. "Rentrak gives us just that, with reliable demographic ratings every day from thousands of homes throughout the Islands in every single ZIP code. In addition, Rentrak's ratings will allow us to provide our local and national clients with incredibly powerful information for their marketing plans. Rentrak's ratings will be part of our everyday conversations with our advertiser partners and will also help guide our news and programming decision-making."
"We are very excited to begin our partnership with KITV and welcome them to the Rentrak family of clients," said Rentrak Executive Vice President of Local Television Steve Walsh.