• by Wayne Friedman , June 13, 2011

Rentrak is expanding its on-demand measuring service to include kids' programming, with Turner Broadcasting's Cartoon Network video-on-demand programming signing up as a client.

"The number of free-on-demand transactions are increasing year-over-year, and the kids' category has become the second-most-popular FOD content type," stated Rentrak CEO Bill Livek. "With these facts in hand, the need for transparency is great in order to continue to successfully grow VOD as a strong advertising medium."

Rentrak says the availability and sharing of VOD networks reports, including data by ranking, will allow agencies and advertisers to make more strategic and informed media-buying decisions.

Rentrak's Advertising Reports rank networks by their current month's performance metrics.

"Allowing transparency in this category will demonstrate the popularity of Cartoon Network VOD content with a wide range of consumers and allow us to better understand viewing beyond linear television," said Jack Wakshlag, chief research officer for Turner Broadcasting System.

The first kids' VOD report will be based on May 2011 usage data from nearly 60% of Rentrak's OnDemand Essentials Kids network clients. Previously, it announced that Rentrak would add an Hispanic VOD category.