Rentrak Intros Local Market DVR Data

Multi-screen media measurement Rentrak Corp. today announced the introduction of time-shifted (DVR) ratings data within its StationView Essentials service. The move means a range of playback choices will be available to Rentrak clients in markets of all sizes that include:

• Same Day: Same broadcast day as the telecast
• Day: Playback occurs within 24 hours from original airing
• 2 Days: Playback occurs within 48 hours from original airing
• 3 Days: Playback occurs within 72 hours from original airing
• 7 Days: Playback occurs within 168 hours from original airing
• 15 Days: Playback occurs within 360 hours from original airing

Rentrak said it is offering this enhanced capability so agencies, advertisers and TV stations can decide what time period is the most relevant to their individual business strategies. For example, a movie studio running an ad campaign in local markets to support a film breaking on a Friday, may elect to use a short playback time period in order to ensure the local TV viewing audience is watching the commercial spots live. Alternatively, a company that is running a longer-term branding campaign may elect to use Same Day playback plus 15-day playback options because TV audiences viewing the commercials are just as valuable during a longer window of time.

“Rentrak’s introduction of time-shifted viewing behaviors into StationView Essentials will add more viewing to some programs and is yet another important demonstration of Rentrak’s commitment to our clients by providing a TV database currency that allows a user to decide what time frame of viewing is most important for their business,” said Steven Walsh, Rentrak SVP, local market television sales.

Available in all 210 television markets, Rentrak’s StationView Essentials service features a fully integrated database of detailed satellite, telco TV and cable viewing information from more than 17 million televisions nationwide. Providing uniform measurement 365 days a year across every ZIP code in the United States, StationView Essentials combines database integration of viewing habits with product consumption information in order to generate relevant “purchaser ratings” for its clients.