Rentrak Announces New AdEssentials and First Product Module, AdEssentials Traker, Developed to Accurately Measure and Analyze On Demand Advertising

Rentrak Announces New AdEssentials and First Product Module, AdEssentials Traker, Developed to Accurately Measure and Analyze On Demand Advertising

AdEssentials Traker Module Debuts at AAAA Media Research Conference to Collect Wider Industry Comment

PORTLAND, Ore., Feb. 27 /PRNewswire-FirstCall/ -- Rentrak Corporation (NASDAQ:RENT) today announced the introduction of AdEssentials(TM), the company's newest product in the Entertainment Essentials(TM) suite of media measurement services that is redefining media measurement in the digital media era.

Similar in functionality to Rentrak's OnDemand Essentials(TM), the cable industry's leading on demand content measurement and analytical system, AdEssentials will incorporate an array of transactional measurement tools and analytical capabilities designed for use by cable operators, content providers, advertising agencies and advertisers.

The first module, AdEssentials Traker, is debuting at the AAAA Media Research Conference in Orlando, Florida on March 1, 2006 in prototype form so that leading members of the cable and advertising industries can view the demonstration and offer additional input toward product refinement.

Key features of AdEssentials Traker module include reporting and verification that will provide content sellers such as cable operators, and their content provider partners, advertisers and their agencies with information about the number of impressions achieved by an on demand advertising spot (cable or broadband) at the household level, including day part viewing data and demographics to the zip code level. Like the other Essentials applications, AdEssentials Traker is easy to use and gives the user the opportunity to look at the data in a myriad of ways including by MSO and by TV market.

"Rentrak is extremely pleased to announce the debut of AdEssentials, our new Entertainment Essentials product that will incorporate comprehensive measurement and analytical reports that confirm in detail advertising usage by consumers," commented Ken Papagan, EVP Strategy and New Business Development at Rentrak. "Once again, Rentrak is setting the pace within the media and entertainment community by developing and delivering sophisticated measurement capabilities for the advertising industry that is currently spending in the United States approximately $60 billion each year on television media buying."

"With the input of the media industry, and specifically a collaborative- minded group of advertisers and agencies, the first module of AdEssentials has been created. We look forward to working with our cable operator, content provider partners as well as to feedback from the advertising industry to help us refine this landmark advertising measurement and analysis product prior to a full introduction in late 2006," said Cathy Hetzel, senior vice president, OnDemand Essentials at Rentrak.

AdEssentials Traker has been six months in development, with significant input received to date from MSOs, content producers, advertisers and advertising agencies regarding desired key data points that will help prove the effectiveness of various media outlets. Rentrak is an active participant of several industry trade groups including the AAAA Media Research Committee, IAB, ID!A and CTAM's On Demand Consortium.

Rentrak now counts among its OnDemand Essentials customers a total of nineteen content providers, including nine Viacom properties (CMT, Logo, Paramount Studios, MTV, Nickelodeon, Noggin, The N, Comedy Central, VH1), CBS, Expo TV, Music Choice, National Geographic Channel, NFL Network and Ripe TV. Subscribers to Rentrak's OnDemand Essentials have access to data from all of Rentrak's participating MSOs including Bresnan Communications, Comcast, Cablevision, Charter and Insight Communications. These MSOs collectively reach more than 50% of all U.S. VOD enabled households.

About Rentrak Corporation

Rentrak Corporation, based in Portland, Oregon, is an information management company serving clients in the media, entertainment, retail, advertising and manufacturing industries. The company's near-term focus centers on its Entertainment Essentials(TM) suite of services that is redefining measurement in the digital media era. Available by subscription, each Entertainment Essentials service provides customers with near-real-time, actionable insight into performance of content distributed over a wide variety of modern media technologies allowing executives to analyze detailed industry-wide and title-specific data to make decisions that enhance the bottom line and provide competitive advantage. For further information, please visit Rentrak's corporate Web site at http://www.rentrak.com/ .

Contacts: Sallie Olmsted/Susan Yin
Rentrak Corporation
310-854-8124/8145

Source: Rentrak Corporation

CONTACT: Sallie Olmsted, +1-310-854-8124, or Susan Yin, +1-310-854-8145,
both of Rentrak Corporation

Web site: http://www.rentrak.com/

-------
Profile: intent