MUMBAI: Rentrak has inked a TV ratings contract with Saatchi &Saatchi Los Angeles.

Saatchi & Saatchi LA will adopt Rentrak's national TV ratings currency including its automotive segmentations to make more efficient and effective TV advertising buys.

“We are excited to utilize Rentrak's massive and passive measurement, which will give us granular automotive targeting. Rentrak's capabilities will provide our client, Toyota, with the most reliable source of TV audience viewing,” said Saatchi & Saatchi LA media director Janet Waters.

Rentrak's television ratings service is the only fully-integrated system of detailed satellite, telco and nationwide cable TV viewing information from more than 31 million TVs, and Video on Demand viewing from more than 117 million TVs in the U.S. and Canada, including granular information for TV stations in all 210 local markets projected to the U.S. population.