Rentrak: Brand-Specific Commercial Ratings Solution ProviderMay 20, 2013
By Bill Duggan, Group EVP, ANA
The new ANA white paper, “Brand-Specific Commercial Ratings–Benefits and Solution Providers,” highlights solutions from eight companies for brand-specific commercial ratings. This blog provides a recap of Rentrak’s offerings.
Rentrak is a media measurement and research company providing multiscreen reporting and analytics with services positioned in two categories: movies everywhere and TV everywhere. Rentrak measures television viewing via a national footprint of over 8.7 million homes and more than 22 million set-top boxes.
TV Essentials is the Rentrak product that helps television buyers and sellers make smarter transactions by giving them a deeper understanding of the true value of their viewing audience. This is done via census-like viewership information, which, according to the company, provides a level of granularity and stability absent from traditional television measurement services, and goes beyond C3 to provide an advertiser’s Exact Commercial Ratings — not an average of all ads in a telecast.
The Exact Commercial Ratings data metric allows ad agencies and advertisers to determine how specific national commercials perform within an ad pod, advancing the national TV industry standard from measuring an average of a commercial rating performance of a telecast (or C3) to providing individual ad metrics for each specific commercial. Exact Commercial Ratings tell network advertisers exactly how many viewers were exposed to their specific commercials in a campaign, allowing them to maximize the results of their television spend. There is strategic value (beyond currency) from Rentrak’s Exact Commercial Ratings:
- Measure value delivered: What did we get? How do my Exact Commercial Ratings compare to the rating of the telecast?
- Determine relative value: Could we have done better in this specific case? How do my Exact Commercial Ratings compare to other commercials in the telecast and in the pod?
- Improve scheduling and commercial production: Can we make better ads? When does my commercial wear out? Which commercial duration is most impactful?
- Buy placement: What can we do better in the future? Which networks, dayparts, or series work best: by quarter, month, daypart, pod position, position within pod, competitive set, and/or specific creative?
- Branded entertainment: Where is additional value?
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