Rentrak, a firm that measures engagement with movies and TV Everywhere programming will be providing measurements from its national, local and newly-released national syndication TV services to Sony Pictures Television.
The deal, announced earlier this week, gives Sony access to Rentrak's complete TV audience behavior insights in all 210 TV markets.
"We were looking for more information about how our programs are performing in local markets and the ability to give deeper information to our station and advertising clients," said Sony Pictures Television's President of Advertiser Sales, Strategy & Research Amy Carney. "Having the insight at a national level from set-top box data gives us stable measurement of our programming.”
Rentrack CEO Bill Livek said it would deliver reports to support Sony’s “production, distribution and advertising needs.”
Measurement across traditionally delivered TV, of online and mobile video has become more critical as broadcasters and brands have looked to reach an increasingly fractured TV viewing audience.