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Rentrak: Brand-Specific Commercial Ratings Solution Provider

May 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:

Note that previous blogs in this series have featured Kantar Media and TRA.

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