Rentrak Ditches 'Census-Like' Description

In the US, multi-screen audience measurement firm Rentrak has been asked by the Media Rating Council (MRC) to stop using the term 'census-like' to describe its national and local television measurement services.

In a statement, Rentrak explained that a decision to change the description had been made in consultation with the MRC, which claimed that 'census-like' was not an accurate way of describing the services Rentrak offers.

Instead, the firm plans to call these services Rentrak Local and Rentrak National, while using the phrase 'information based on massive and passive TV measurement footprint' when referring to them. However, this doesn't apply to its theatrical movie and video on demand services, which remain defined as census-based measurement.

In the US, the company's total television service measures more than thirteen million return-path TV homes and 29 million televisions, allowing for reporting in more than 99% of residential ZIP codes.

Web site: www.rentrak.com .