According to Rentrak, TV media planning has entered “The Age of Databases.” By this, they are referring to their ability to leverage vast databases comprised of TV set-top box viewing data for millions of U.S. households. Through their partnership with Polk, Rentrak created an integrated database that combines detailed TV viewing data with vehicle purchase activity (based on aggregated registration statistics), which is representative of the total U.S. TV viewing population. The result is a powerful media planning tool for automotive advertisers.
For example, did you know that NBC’s “30 Rock” rates very highly with European car buyers? Or that Lincoln and Mercury buyers are more likely than other car buyers to watch the Gospel Music Channel? And did you know that the ABC affiliate in Albany, NY, WTEN’s Early Fringe (4-7 p.m., Mon-Fri) viewers are 50% more likely to buy a Chevy than WRGB’s the CBS affiliate)?