Rentrak Redefines TV Measurement Terms

Rentrak has made a few key changes regarding the terms it uses to describe its TV measurement services.

Rather than continuing to refer to its national and local television measurement services as “census-like,” Rentrak will now describe those services as “Rentrak Local” and “Rentrak National,” respectively.

The terminology change comes after consultation with the Media Rating Council, which claimed that "census like" was not an accurate way to describe the TV measurement services Rentrak offers. The company's theatrical film and video-on-demand (VOD) measurement services will remain defined as "census-like."