Since service provider retransmission payments are becoming as important--if not more so--than advertising for broadcasters, it makes sense that the over-the-air guys keep track of who's watching their shows and how often they're tuning in. That means refining tracking technology previously used to build advertising rate cards to demonstrate consumer viewing habits in retransmission discussions.
For instance, Raycom Media tabbed Cable Audit Associates (CAA) to provide "financial management outsourcing services in support of Raycom's retrans agreements with cable, telco and satellite TV operators."
Another broadcast group, Meredith, is taking a more conventional route--for now--using Retrak's technology to measure "both important data about viewing trends in our markets, and more importantly, valuable information to demonstrate the value we bring to advertisers," said Doug Lowe, Meredith's EVP-broadcast group, in a news release.
It's only a matter of time before the term advertisers transforms to cable, telco and satellite service providers.
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