• by David Goetzl  @dgoetzl, January 22, 2013

Rentrak touts its second-by-second TV measurement system. It refers to itself as the leader in capturing video-on-demand viewership. And it plugs an ability to attach audience demographics to consumption patterns, offering opportunities for analytics.
 
With a new image, the measurement company is looking to reflect all of that. The logo carries a sketch showing two screens with a plus sign between them.
 
“It signifies that the insights are all coming together from the multiscreen measurement that we do, and we’re able to offer more than just measurement,” said Angela Fenske, a marketing manager at Rentrak.
 
Next to the “screen-plus-screen” is a tagline that debuted with the 2012 annual report: “Precisely Measuring Movies & TV Everywhere.” The company measures box-office traffic in theaters along with its growing TV business, which has particular traction in local markets.
 
With the logo, CEO Bill Livek said the company wants to be “reflective of where we are and where we’re going.”
 
Some of that vision was revealed by COO David Chemerow in a presentation to analysts Tuesday as he noted that Rentrak is looking to launch a “consumer sentiment product” in its movie operations. A beta test has had staffers in theaters during the first two weeks of a film’s release using iPads and asking attendees questions. Reactions could be used to help film marketers alter messages or media plans in close to real time.
 
Chemerow also cited the reports about the Obama campaign using Rentrak data last year to target its television ads and using unexpected networks in the process. “We tried three times to get the Romney campaign to sign up with us,” he said. “They refused to.”
 
The executive, who also serves as CFO, said Rentrak should hit a break-even-type level with its TV operations in the next fiscal year, beginning in April.