Rentrak, a Portland, Ore.–based provider of media measurement services for the advertising, television, and entertainment industry, announced a new partnership yesterday with Camelot Strategic Marketing & Media to provide Camelot clients with advanced demographics for making more effective ad buys.
Through the partnership, Camelot clients like Southwest Airlines will gain further insight into its target audience's television viewing patterns and additional data analysis, as well as reporting tools for designing more effective and efficient advertising schedules.
"Camelot Strategic Marketing & Media recognizes the importance of census-based TV ratings information, and Rentrak as the category leader," said Chris Schembri, chief operating officer of Camelot, in a statement. "To remain competitive in this business, it is crucial to work with innovative companies, and Rentrak's advanced targeting capabilities will help us better target, plan, and buy television."
Founded in 1983, Rentrak provides daily measurements of the television stations and networks in all 210 media markets nationwide and incorporates information from more than 19 million televisions via an integrated system of detailed satellite, telecommunications, and cable television viewing data.
"Rentrak's ability to combine its TV census-based ratings information with client segmentation definitions is a leap forward for advertisers," said Evan Goldfarb, senior vice president of agency sales at Rentrak. "Camelot's embrace of our service is yet another example of the industry's acceptance of Rentrak's TV census-based service."