MUMBAI: Rentrak has inked a TV ratings agreement with independent full-service media planning and buying agency Crossmedia.

Crossmedia will utilize Rentrak's national and local measurement services to gain a deeper understanding of consumers for its clients. Rentrak will offer Crossmedia advanced analytics to build knowledge of consumer viewing behavior in major US markets.

Crossmedia co-founder and president Kamran Asghar said, “Rentrak is a smart alternative to the competition and the sensitivity in its local TV data is greatly assisting in the robustness of our analytics and next generation planning and buying solutions.”