• by Wayne Friedman , April 7, 2009

Rentrak has struck its second deal to date for its TV Essentials audience-measuring product, by agreeing to a deal with HDNet.

HDNet, a cable network for HD content that includes movies and shows such as "Dan Rather Reports," will have access to more than 3 million set-top boxes of TV Essentials. Rentrak's research tool provides anonymous, second-by-second audience viewing data across some 37 markets.

"Because of unique program offerings, unrated niche networks have been at a disadvantage when it comes to quantitative data regarding viewership behavior," said Carol Hinnant, senior vice president of business development for advanced media and information at Rentrak Corp., in a release.

"TV Essentials allows unrated networks the opportunity to gauge how their viewers are interacting with their content," she added. "[It] is proof that they are looking to Rentrak to provide the accurately aggregated and reported data they need."

Previously, Rentrak made a deal with The Inspiration Network (INSP), a 24 hour-a-day network with 56 million U.S. subscribers via cable, satellite and telco television. Rentrak is the exclusive ratings source for The Inspiration Network.

Rentrak's TV Essentials system analyzes data from more than 9 million set-top boxes of cable, satellite and telco providers. TV Essentials also processes daily, census-level on-demand data representing 70 million set-top boxes from 28 MSOs.