Rentrak Adds Political Demographics to TV Ratings

Multi-screen measurement specialist Rentrak has added a segmentation based on political outlook to its TV Essentials and StationView Essentials ratings services.

The new demographics will offer those interested in buying or selling political advertising the ability to identify TV programs that will be 'more receptive' to candidates' messages.

Dr. David Algranati, the firm's SVP of Product Innovation and Analytical Solutions, explains: 'Agencies, political candidates and political parties can utilize Rentrak's segments to identify TV programs that are most likely to have audiences that are receptive to their message. The segments utilize political outlook and viewing behavior to identify political insights on a local and national TV level that has not been available for prior elections.'

Web site: www.rentrak.com .