Rentrak will integrate its TV Essentials, StationView Essentials and OnDemand Essentials reporting with MediaBank to provide a comprehensive tool for use in the planning, buying and posting process.

Under the subscription agreement, Rentrak will provide NBCUniversal with TV data which will be used to supplement their current metrics.

Cordie DePascale, vice president of product management at MediaBank, said: “Integrating our systems with Rentrak's massive viewing databases, which cover both national and local markets as well as the on-demand platform, puts very powerful data at our clients' fingertips. The integration will mutually benefit our companies' clients, as well as the industry at large.”

Rentrak's TV Essentials is the television ratings database currency that provides daily measurement of all networks at a granular level in 210 TV markets nationwide. It incorporates data from over 18 million televisions and is a fully-integrated system projected to the US population with detailed information from satellite, telco and cable TV viewing data.

MediaBank is a provider of workflow systems, analytics platforms, and agency financial tools that deliver cross-media intelligence and efficiency for media planners, buyers, and vendors.

NBCUniversal is a media and entertainment company engaged in the production and marketing of entertainment, news, and information products and services to a global customer base.

Will the deal commercially benefit the firms?

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