Media Management Association Meeting: Rentrak Television Services
In the U.S. competitive television business, Nielsen, more than any other research company, symbolizes and dominates audience measurement. But since the announced acquisition of Rentrak by comScore in September 2015, which still needs approval by government authorities, the Rentrak-comScore combination will seek to challenge Nielsen's supremacy. While Rentrak specializes in moviegoing and television viewing measurement, comScore focuses on online audiences. Given this context, the Media Management Association (MMA) was particularly fortunate to welcome Dawne Richards, Rentrak's Product Senior Vice President, to speak to its members on December 1. Not only [...]