The contract, which covers 50+ markets, means Wyse will replace its sample-based measurement service with Rentrak’s local television currency.

“Rentrak’s advanced targeting is a much better approach to TV audience measurement,” said Wyse’s senior vice president director of media, Susanne Brockman.

“Their advanced demographic ratings are a far more relevant metric for understanding the effectiveness of local television in reaching actual buyers and will give our agency a distinct competitive advantage over other agencies still using only traditional demographics produced by small samples of paid panelists.”