GroupM will use measurement services for TV of Rentrak

GroupM announced that GroupM media agencies in the United States will begin using national and local TV measurement services of Rentrak as tools of strategic, tactical and critic media. “Rentrak is pleased to work with GroupM and its agencies to use our services for the benefit of its customers. This partnership will help to achieve a maximum of profitability,” Bill Livek, Rentrak VP, said. “We have to move towards a methodology based on the census. Our agencies are doing this kind of guidance and refined segmentation and work can only be supported by census data. We hope that we can act as catalysts in moving the industry towards greater data reliability and accountability” Irwin Gotlieb, GroupM president, said.It was mentioned that GroupM and its agencies have full access to information on TV viewing of Rentrak and they will use the data in general terms. VOD platform and data will be used to provide a more complete picture of the patterns of television consumption. Furthermore, Rentrak data will be used to count the levels of viewing over 200 networks that are not measured at present and in local markets where the measurement was less stable.