Upon Further Review: Zenith Media Just 'Testing' Rentrak In 3 Markets
October 7, 2014 at 3:18 PM (PT)
Apparently news that ZENITH MEDIA would use RENTRACK as its "local TW currency" (NET NEWS, 10/6) was, to put it mildly, premature. MEDIAPOST.COM now reports ZENITH MEDIA clarifying things by noting that RENTRAK monitoring will be used in three local TV markets as a test.
“We are not doing the switch 100% right now,” ZENITH OPTIMEDIA Chief Data Officer ROB JAYSON said, noting that it won’t adopt RENTRAK as its official currency in other markets until clients have had a chance to evaluate and vet results ... If we see success and increased reliability and increased performance and increased cost savings, we will roll it out to additional markets.
"“Our intention is that the test will go well, JAYSON continued. "We do quite strongly believe in this," although "We haven’t done it across the board ... we’ll have some markets continuing with NIELSEN.”