MUMBAI: Rentrak has signed a TV measurement agreement with KDOC-TV (IND) in Los Angeles.

KDOC-TV will utilize Rentrak's massive and passive measurement system, including Rentrak's single-source automotive ratings, to demonstrate the value of their audiences and inventory in reaching specific types of viewers. With the addition of KDOC-TV, Rentrak is providing measurement services to all of the English-language commercial stations located in the Los Angeles television market.

“The way television audiences are measured, planned, bought and sold is evolving due to Rentrak's database measurement. Advertisers and agencies are adjusting the way they approach media by using big data sources. We are excited to have Rentrak's advanced metrics, as well as the confidence in ratings that come from a service based on the viewing patterns of nearly one million homes in Los Angeles versus a small sample,” said KDOC president and general manager John Manzi.

“We are happy to welcome KDOC to the Rentrak family,” added Rentrak executive vice president of local television Steve Walsh.