Rentrak Teams With dunnhumby, Revs Up 12%
As it looks to offer more products linking ad exposure with consumer behavior, Rentrak has inked a deal with research firm dunnhumby, giving it access to purchase
information for 60 million-plus homes. Dunnhumby uses shopper loyalty cards to collect data in the consumer packaged goods category.
Rentrak can combine its TV viewership data with the dunnhumby purchase behavior information, looking to offer a single-source product.
DunnhumbyUSA is a joint venture between London-based dunnhumby and Kroger, providing access to some data. TRA cut a 2011 deal with the research firm to obtain loyalty card data to aid a single-source measurement product.
On an investor call Thursday, Rentrak also said it has signed Sherwin-Williams and a Havas arm as clients.
The company also entered into the audit process conducted by the Media Rating Council (MRC) seeking accreditation for its TV measurement
systems. Rentrak uses set-top-box (STB) data and no product using STB, or return-path, data has been accredited by the MRC.
Rentrak collects data from 8.5 million homes and says it makes projections where one Rentrak home projects to 13.
Rentrak has about 210 local stations as clients and looks to ink a deal with one in a particular market, then hope competitors follow. On the investor call, Rentrak CEO Bill Livek touted the Obama re-election campaign using Rentrak data to target its TV buys.
In the recent October-December quarter, Rentrak posted a 99% revenue gain in its TV measurement business to $4.6 million.
Company-wide revenue was up 12% to $24.9 million. The company posted a $1.8 million loss, down slightly from the same period a year ago.
Rentrak stock rose about 4% Friday to close at over $21 a share.