The Future of Video Measurement Is in the Box
July 07 2009 - 7:00AM
PR Newswire (US)
- Advancing Media Measurement Requires a Combination of Granular
Insight and Data from Millions of TV Sets That Only Set-Top-Box
Data Can Provide - PORTLAND, Ore., July 7 /PRNewswire-FirstCall/ --
The media industry is clamoring for an improved measurement system
based on direct observation of viewing behavior. In a paper
presented at the recent Advertising Research Foundation's (ARF)
Audience Measurement 4.0 Conference, Rentrak (NASDAQ: RENT), a
leader in multi-screen media measurement and research, discussed
the intensifying need for a system that moves toward the
measurement of all viewers on a second-by-second basis. Cathy
Hetzel, president of the Advanced Media and Information (AMI)
Division at Rentrak, jointly with Caroline Horner, general manager
of Research and Viewer Measurement from DISH Network, presented the
paper "Size Does Matter: Measuring the Fragmenting Media
Marketplace." The findings were generated utilizing data from more
than 8 million DISH Network television sets and four independent
subsets of 100,000 TVs in order to demonstrate the opportunities
with larger data sets and the limitations of the 100,000 TV "panel"
which is considerably larger than panels used today in most
television measurement. "The true power of a large data set is
revealed through the analysis of audience viewer behavior," said
Cathy Hetzel. "Based on the multitude of content choices and the
plethora of available platforms, the current methods of small-panel
measurement used in television are woefully inadequate to meet the
needs of advertisers and programmers in measuring viewer behavior.
Rentrak is committed to providing the research and deep analysis
needed to satisfy the increasing demands for accurate media
measurement by the industry." In addition to the discussion of the
company's research paper findings, Rentrak's Chief Research Officer
Bruce Goerlich participated on the panel, "Set-Top-Box
Initiatives," as part of the ARF conference and commented, "Rentrak
believes that similar to the global markets, the media market place
will have a basket of currencies on which to trade. Set-top-box
data allows for customized campaign measurement on metrics that
matter most to individual advertisers and agencies." Networks,
stations, advertising agencies and advertisers need information
that goes beyond what is available today in order to truly
understand how the audience is interacting with content and
set-top-box data is the only form of measurement that can
accurately and precisely measure the results of addressable
advertising. About Rentrak Corporation Rentrak Corporation is an
industry leader in advancing research in media measurement, serving
the most recognizable names in the entertainment industry. Reaching
across numerous platforms including box office, home entertainment,
on-demand and linear television, broadband and mobile, Rentrak
provides exclusive and actionable insight for our clients and
partners. From the introduction of our revolutionary
Pay-Per-Transaction(R) distribution and revenue-sharing system,
which equipped Rentrak with the intelligence and ability to deal
with large, complex data streams, to the company's exclusive
Essentials(TM) suite of services, Rentrak has redefined digital
audience measurement. Rentrak is headquartered in Portland, Oregon,
with additional offices in Los Angeles, New York and Miami/Ft.
Lauderdale. For more information on any of Rentrak's services,
please visit http://www.rentrak.com/. Media Contacts: Sallie
Olmsted / Amanda Bartz Office: 310-854-8124 / 310-854-8151 E-mail:
/ DATASOURCE: Rentrak Corporation CONTACT: Sallie Olmsted,
+1-310-854-8124, , or Amanda Bartz, +1-310-854-8151, , both for
Rentrak Corporation Web Site: http://www.rentrak.com/
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