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.
Recent MediaDailyNews Articles
-
Broadcasters Sue AereoKiller In DC May 24, 5:21 p.m.
Confirming their efforts to follow over-the-top TV services with legal filings in any market where they ... -
Cigarette Marketers Slice Mag Spending In 2011 May 24, 4:52 p.m.
The five major cigarette marketers nearly cut in half their collective magazine spending in 2011. The ... -
B2B Revenues Rises, Credits Events, Digital Ads May 24, 4:45 p.m.
Overall, business-to-business media revenues are growing, due to an upward trend in B2B trade shows which, ... -
Court Dismisses Defamation Suit Against WPP's Sorrell May 24, 3:31 p.m.
A New York Court has dismissed a defamation lawsuit brought against WPP CEO Sir Martin Sorrell.Sorrell ... -
MediaCom Races To Win FIA E Championship's AOR May 24, 12:37 p.m.
A start-up race car circuit, The FIA E Championship, has named WPP’s MediaCom as its agency ... -
Networks Tie For Last Month of the 2012-2013 Season, NBC Gains Ground May 24, 10:56 a.m.
The four major networks were in a virtual tie for the last month of the 2012-2013 ... -
Aereo Is Not Just For Cord-Cutters May 23, 6:34 p.m.
Are cord-cutters most likely to subscribe to Aereo? Not necessarily, according to early returns. CEO Chet ... -
Cars.com Drops Flag On NASCAR.com Sponsorship May 23, 6:25 p.m.
Cars.com has a need for speed. The site has a deal with Turner to sponsor a ... -
Worldwide Pay TV On The Rise, Big Growth In Asia May 23, 4:17 p.m.
North American pay TV subscribers may continue to show little or no growth for the first ... -
Activision Blizzard's Campaign Wins Grand Effie May 23, 4:12 p.m.
Video game marketer Activision Blizzards’ ad campaign “The Vet and the nOOb” for "Call of Duty: ...
Be the first to comment on "Rentrak Teams With dunnhumby, Revs Up 12%"
Leave a Comment