John Spadaro, Zenith’s senior vice president and director of video broadcast research, said: “The millions of set-top box data points that only Rentrak has will play a critical role in effectively tapping into the audiences of highly-targeted networks in media plans and buys during the upfront season. This partnership will blaze the way for more strategic targeting.”

The Zenith deal follows on the heels of Rentrak’s first major cable TV client, MTV Networks, which signed up to the TV Essentials service earlier this week.