Rentrak's 'Stickiness' Mines TV Value On Granular Level

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Rentrak's "Stickiness Index" has been in operation for about six months, and the company says it continues to reveal value in TV shows not always pegged to traditional measures.

"We think it's a fair metric -- and allows you to look at a show beyond just high ratings," says Bruce Goerlich, chief research officer of Rentrak, who devised the measuring service last fall.

"One of the things I saw on the agency side was that engagement has some value. That the longer a person watched a program, even when controlling for exposure, the more likely they would recall the commercials," he said. "That's what 'stickiness' is: It's the percent of a program watched on an index basis."

Rentrak's "Stickiness Index" measures stickiness on a second-by-second basis. The index, which is part of its TV Essentials products, is the average percent of a program viewed, divided by the average percentage viewed for all programs of that duration: 30 minutes, 60 minutes or 120 minutes. "It's down into a very granular level," says Goerlich.

According to reports, Rentrak grabs data from some 4.5 million set-top boxes in 2 million AT&T U-verse TV homes. Rentrak does not comment about where it obtains its set-top data.

For media buyers and advertisers, the index can illustrate better value of some low-rated shows with a high stickiness index, says Goerlich. At the same time, it adds a high index to an already high-rated series, which can command even better premium pricing.

For instance, the program with the best stickiness also happens to be the show with the best ratings. The highest-rated TV series, Fox's "American Idol," scored an index of 206 for the week ending Jan. 17.

But in second place was a Lifetime Movie Network made-for-cable film "The Wrong Man," which had a 173 index. The movie ranked 130th place in ratings among all TV shows for that week. Third place went to Fox's "24" -- at a 170 index and a 20th place ranking among all TV shows.

Univision also scored particularly well for its novellas -- "En nombre del amor" (6th place, 155 index, and a 147 rating rank) and "Sortilegio" (9th place, 151 index, and a 135 rating rank).

Here is a list of the top 25 for the week of Jan. 11-17:

 

Index Rank

Rating Rank

Series

Network

Index

1

2

American Idol (1)

FOX

206

2

130

The Wronged Man

LMN

173

3

20

24 (2)

FOX

170

4

8

The Good Wife

CBS

168

5

7

NCIS: Los Angeles

CBS

161

6

147

En nombre del amor

UNIV-B

155

7

10

The Bachelor: On the Wings of Love

ABC

155

8

14

CSI: NY

CBS

151

9

135

Sortilegio

UNIV-B

151

10

13

CSI: Crime Scene Investigation

CBS

147

11

11

NCIS

CBS

146

12

16

Criminal Minds

CBS

143

13

21

House

FOX

142

14

243

Mystery Woman: At First Sight

HALL

142

15

12

CSI: Miami

CBS

141

16

18

Desperate Housewives

ABC

141

17

36

NUMB3RS

CBS

141

18

37

Medium

CBS

139

19

3

American Idol (3)

FOX

138

20

25

The Biggest Loser 9

NBC

138

21

19

The Mentalist

CBS

138

22

216

Angus, Thongs, and the Perfect Snogging

TEENNCK

138

23

29

Brothers and Sisters

ABC

136

24

297

Bad Girls Club

OXGN

135

25

100

Wonder Pets!

NICKJR

134

 

 

 

 

 

 

Notes

(1) 120 Minute Telecast

 

 

 

 

(2) 120 Minute Telecast

 

 

 

 

(3) 60 Minute Telecast

 

 

 

 

 

2 comments about "Rentrak's 'Stickiness' Mines TV Value On Granular Level".
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  1. Rob Frydlewicz from DentsuAegis, January 28, 2010 at 12:15 p.m.

    Since most large media agencies already have their own proprietary engagement tools for programming I wonder how different their lists of high engagement shows are from what Rentrak reports. And keeping the law of diminishing returns in mind at what point will greater granularity of data not provide much of a difference in results from less precise means?

  2. Jonathan Mirow from BroadbandVideo, Inc., January 28, 2010 at 12:22 p.m.

    When real stats fail - make up your own.

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