The deal will allow CBS and its sister network, CBS Sports, to dig in to TV audience demographics that have been melded with data on automotive purchase behaviours.

CBS chief research officer David Poltrack (pictured) said: “As more advertisers move beyond age/sex demographics for their media buying, there’s been a shift to combine viewing data with product-purchase data to create comprehensive evaluation tools. Rentrak’s analytical solutions provide a single-source framework that will lead to more effective use of the television medium and, more importantly, to the documentation of that effectiveness.”