The Future of Video Measurement Is in the Box

The Future of Video Measurement Is in the Box

- 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 www.rentrak.com.

Media Contacts:
Sallie Olmsted / Amanda Bartz
Office: 310-854-8124 / 310-854-8151
E-mail: solmsted@rogersandcowan.com / abartz@rogersandcowan.com

Source: Rentrak Corporation

CONTACT: Sallie Olmsted, +1-310-854-8124, solmsted@rogersandcowan.com,
or Amanda Bartz, +1-310-854-8151, abartz@rogersandcowan.com, both for Rentrak
Corporation

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

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