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Full-service advertising, public relations, interactive and public involvement agency Penna Powers Brian Haynes (PPBH) adopted Rentrak as a television audience measurement service.
An alternative to Nielsen ratings that PPBH also uses, Rentrak gathers audience viewing data from set-top boxes in more than 50,000 Salt Lake designated market area (DMA) households. It also differs in its household comparisons. For example, one Rentrak household equals 18 Salt Lake DMA households, compared to Nielsen data, where one Nielsen household is equivalent to 2,300 Salt Lake DMA households. This means Rentrak provides PPBH’s Media Department with more specific audience data, such as purchase behavior, household income and lifestyle categories, to use in its media recommendations.
“PPBH prides itself on making smart and strategic investments on behalf of its clients,” said Marc Stryker, PPBH media director. “Clients deserve to have more accountable measurements in a world of audience fragmentation, and we’re responding to that market demand in our use of Rentrak.”
Nationwide, media companies and outlets are using Rentrak to better track media consumption in specific demographic areas. In Utah, PPBH, KSL-TV and RC Willey are using Rentrak.
“We are extremely excited to have Penna Powers Bryan Haynes as our first Salt Lake City Advertising Agency subscribing to services in several markets,” said Steve Walsh, senior vice president at Rentrak. “PPBH is a forward-thinking agency and they find true value for their clients with the most up-to-date and accurate televisions ratings from Rentrak.”