Rentrak Reports New Weekly Engagement Metric

Rentrak Reports New Weekly Engagement Metric

-New 'Stickiness' Index Measures Viewer Involvement-

PORTLAND, Ore., Sept. 28 /PRNewswire-FirstCall/ -- Rentrak Corporation (NASDAQ:RENT), a leader in multi-screen media measurement serving the entertainment and advertising industries, released the first two-weeks of data from the company's new "Stickiness" Index which will be released each Thursday. The "Stickiness" Index will illuminate which programs have a higher proportion of time spent viewing or are the most "sticky" measuring the viewers that are more likely to stay in front of the screen. Each week, a chart will list the top-25 "stickiest" 30-minute, 60-minute and 120-minute programs based on information derived from Rentrak's partnership with growing AT&T's u-Verse including anonymous viewing information from more than 3.8 million televisions.

The "Stickiness" Index is based on the average percentage of the program viewed, divided by the average percentage viewed for all series of that duration during Monday-Sunday primetime (8pm-11pm) program series roll up air times. Programs with the most engaged viewers will have higher "stickiness" indexes.

Insights gathered from data collected during the week of September 7 through September 13, 2009, showed President Obama's Address to a Joint Session of Congress was one of "stickiest" programs across multiple networks. While Fox News Channel did not deliver the highest rating for the address, viewers watching on Fox News were more likely to view the address in its entirety.

"The correlation of ratings-to-engagement is an integral component in determining how "tuned in" viewers are when they are watching their favorite programs," said Bruce Goerlich, Chief Research Officer, at Rentrak. "Rentrak's large data sets allow for granular and consistent analysis of hundreds of networks, and the Stickiness Index shows the level of program engagement."

[Stickiness Index charts follow]

Week of 09/07/2009 - 09/13/2009:

AT&T
"Stickiness" Rating # of "Stickiness"
Rank Rank Programs Network Telecasts Index
---------- ------- -------- ------- --------- -----
1 41 True Blood HBO 1 164
- -- ---------- --- - ---
2 77 Army Wives LIFE 1 158
- -- ---------- ---- - ---
3 97 Manana es UNIV-B 5 155
para siempre
- -- ------------- ------ - ---
4 128 My Nanny's Secret LMN 1 155
- --- ----------------- --- - ---
5 22 President Obama's FNC 1 153
Address to a Joint
Session of Congress
- -- -------------------- --- - ---
6 196 Citizen Jane HALL 2 152
- --- ------------ ---- - ---
7 63 President Obama's CNN 1 151
Address to a
Joint Session of
Congress
- -- ----------------- --- - ---
8 36 HGTV Design Star HGTV 1 146
- -- ---------------- ---- - ---
9 4 President Obama's ABC 1 141
Address to a Joint
Session of Congress
- - -------------------- --- - ---
10 153 En nombre del amor UNIV-B 5 139
-- --- ------------------ ------ - ---
11 84 Psych USA 1 139
-- -- ----- --- - ---
12 58 Monk USA 1 138
-- -- ---- --- - ---
13 2 President Obama's NBC 1 136
Address to a Joint
Session of Congress
-- - -------------------- --- - ---
14 67 Hotel Ground Zero HST 1 136
-- -- ----------------- --- - ---
15 82 SportsCenter ESPN2 1 135
-- -- ------------ ----- - ---
16 150 The Secret Life ABCFAM 2 135
of the American
Teenager
-- --- ---------------- ------ - ---
17 175 Ghost Hunters SYFY 2 133
-- --- ------------- ---- - ---
18 169 Destination Truth SYFY 1 132
-- --- ----------------- ---- - ---
19 254 Mad Men AMC 1 132
-- --- ------- --- - ---
20 3 America's Got Talent NBC 1 132
-- - -------------------- --- - ---
21 151 Abducted LMN 1 132
-- --- -------- --- - ---
22 197 Lightning Strikes SYFY 1 131
-- --- ----------------- ---- - ---
23 98 Drop Dead Diva LIFE 1 131
-- -- -------------- ---- - ---
24 60 Tyler Perry's TBS 2 131
Meet the Browns
-- -- ---------------- --- - ---
25 80 Ben 10: Alien Force
Vengeance of Vilgax TOON 1 130
-- -- -------------------- ---- - ---

Week of 09/14/2009 - 09/20/2009:

AT&T
"Stickiness" Rating # of "Stickiness"
Rank Rank Programs Network Telecasts Index
----------- -------- -------- ------- --------- -----
1 96 Manana es para UNIV-B 5 162
siempre
- -- -------------- ------ - ---
2 163 Georgia O'Keeffe LIFE 1 152
- --- ---------------- ---- - ---
3 4 America's Got Talent NBC 2 147
- - -------------------- --- - ---
3 248 For the Love HALL 1 144
of Grace
- --- ------------ ---- - ---
5 159 En nombre del amor UNIV-B 5 141
- --- ------------------ ------ - ---
6 82 Psych USA 1 141
- -- ----- --- - ---
7 58 Monk USA 1 140
- -- ---- --- - ---
8 13 Bones FOX 1 139
- -- ----- --- - ---
9 8 The Biggest Loser 8: NBC 1 138
Second Chances
- - ------------------- --- - ---
10 84 UFC Fight Night Live SPKE 1 138
-- -- -------------------- ---- - ---
11 10 Dateline NBC NBC 1 137
-- -- ------------ --- - ---
12 21 Big Brother 11 CBS 1 136
-- -- -------------- --- - ---
13 165 Ghost Hunters SYFY 2 136
-- --- ------------- ---- - ---
14 155 Karla LMN 1 136
-- --- ----- --- - ---
15 179 The Ultimate Fighter SPKE 3 136
-- --- -------------------- ---- - ---
16 263 Viva el sueno! UNIV-B 1 136
-- --- -------------- ------ - ---
17 63 Sons of Anarchy FX 1 134
-- -- --------------- -- - ---
18 9 Survivor: Samoa CBS 1 134
-- - --------------- --- - ---
19 168 Destination Truth SYFY 1 132
-- --- ----------------- ---- - ---
20 255 Living with the LMN 1 131
Enemy
-- --- --------------- --- - ---
21 103 WWE Smackdown! MyNet 1 130
-- --- -------------- ----- - ---
22 107 The Backyardigans NOG 7 130
-- --- ----------------- --- - ---
23 200 Forbidden Secrets LMN 1 130
-- --- ----------------- --- - ---
24 174 Criminal Minds A&E 6 130
-- --- -------------- --- - ---
25 64 WWE Monday Night Raw USA 1 129
-- -- -------------------- --- - ---

The "Stickiness" Index is the average percentage of the program viewed, divided by the average percentage viewed for all programs of that duration (i.e. 30 min, 60 min, or 120 min). Monday-Sunday primetime (8pm-11pm) programs, series roll up air times. Based on AT&T u-Verse data. Excludes local programming.

About TV Essentials

Rentrak's TV Essentials is a comprehensive suite of research tools that enable customers to analyze anonymous audience viewing of programming and advertising across VOD, DVR, interactive and linear television. Utilizing proprietary technology to process massive amounts of click-stream data, the TV Essentials system is able to aggregate and report second-by-second information from millions of digital set-top boxes. The system can isolate individual market, network, series, or telecast performance, administer national and local estimates, and provide an evaluation of influencing factors such as psychographics and demographics.

About Rentrak Corporation

Rentrak Corporation is an industry-advancing media measurement and research company, 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 unique and actionable insight for our clients and partners. From the introduction of our revolutionary Pay-Per-Transaction® 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 City and Miami/ Ft. Lauderdale. For more information on any of Rentrak's services, please visit www.rentrak.com.

Contacts: Rogers & Cowan for Rentrak Corporation
Sallie Olmsted
(310) 854-8124
solmsted@rogersandcowan.com

Amanda Bartz
(310) 854-8151
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 of Rogers &
Cowan, for Rentrak Corporation

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

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