Rentrak Signs Agreement With NBC Affiliate WCMH to Provide StationView Essentials for Local Market Measurement

Rentrak Corporation (Nasdaq: RENT), the leader in multi-screen media measurement serving the advertising and entertainment industries, today announced an agreement with WCMH, a Media General NBC affiliate, to utilize Rentrak's StationView Essentials system for the station in Columbus, Ohio.

Continuing the momentum Rentrak has established with local stations for its Station View Essentials service, WCMH joins Lin TV and Sinclair Broadcast Group for measurement and software services for the Columbus, Ohio, market from the largest commercially available database of digital set-top-devices. Rentrak will be providing WCMH with new metrics, including the company's unique "Stickiness Index," which measures viewer involvement, in order to illuminate the value proposition local broadcaster's have in terms of reach and hold with their television viewers.

"This cutting edge technology from Rentrak will enhance our current measuring capabilities and provide a greater insight for our advertisers with larger samples from tens of thousands of digital set-top boxes. Our clients and the NBC4 team will be better able to determine our viewership among the diverse communities of the Greater Columbus area," said Dan Bradley, Vice President and General Manager of WCMH.

"As the Columbus, Ohio, market expands, Rentrak is excited to work with WCMH to assist them in better quantifying the value of their station to local agencies and direct advertisers via our set-top-box currency," said Carol Hinnant, Rentrak's Senior Vice President of Business Development, Advanced Media. "Rentrak has a long history of involving our clients in our product road map to ensure our service is flexible and provides the depth of data for clients to improve their delivery and maximize their revenues."