What's a Rentrak? As a rival to Nielsen, WFAA8 hopes it someday will mean big money in the bank
07/25/11 12:37 PM
The business of measuring local and national TV audiences has long been the stock in trade of Nielsen Media Research. But Dallas-based WFAA8 has grown disenchanted with Nielsen and at the very least infatuated with the rival Rentrak company. They've been going steady for the past 10 months or so, with WFAA8 ever more bullish on both Rentrak's methodology and the robust numbers it's getting for its local newscasts. Our detailed account is on the Dallas-Fort Worth TV page.
Ed Bark
Ed Bark