Rentrak has reached an agreement that looks to combine viewership data for brand integrations with effective metrics. The deal will have
Rentrak’s second-by-second data linked with an analytics system run by iTVX, the multipurpose advisory firm in the brand integration space.
The combined information could cover brief product placements or story lines in which brands play a role in TV shows. The iTVX system gauges the impact and engagement of integrations.
The “overlaid” viewership data with the “quality” of branded entertainment “intelligence” helps better advise clients on where to apportion their investments, said iTVX CEO Frank Zazza. Among iTVX clients are agencies OMD and Horizon Media.
Rentrak and iTVX want to establish an industry standard for measuring branded integrations; marrying consumption levels with viewer impact could offer a breakthrough.
“Similar to Rentrak’s exact commercial ratings, clients can now measure the exact number of viewers while their product is exposed during a telecast,” stated Rentrak CEO Bill Livek. He claims "no other product in the marketplace is capable of providing this type of industry solution, on this scale and level of sophistication and actionability.”
Rentrak’s measurement system, which relies on set-top-box data, is used by national networks, as well as local stations. The new effort with iTVX would seem to be more applicable with national networks, although local stations are increasingly running lifestyle-type content in morning shows with brand integrations.
ITVX has hoped to increase its business in the Hispanic market, where Telemundo and Univision use a variety of brand integration approaches.