DOW JONES NEWSWIRES
Rentrak Corp. (RENT) has reached a deal to integrate its
audience-measurement service with Dish Network Corp. (DISH), a deal
which will make the only one in its field offering data in all 210
television markets in the U.S.
The Dish Network deal will push the number of homes Rentrak has
viewership data to more than 15 million. Terms weren't
disclosed.
Getting accurate readings not only of viewership of shows, but
advertising as well, has become more critical as companies seek
more accurate data on how much their offerings are being watched,
both live and on a time-shifted basis. Meanwhile, tailoring
specific ads to specific viewers continues to increase throughout
digital media as the technology allowing such efforts continues to
mature.
Rentrak Chief Executive Bill Livek said the deal will boost his
company's data offerings and "can help increase the effectiveness
and efficiency of national and local television advertising
campaigns."
Rentrak has been reporting weaker results amid a fall-off in
revenue. A new management team has also joined the company the past
year, led by Livek's arrival in June. Its stock closed Friday at
$15.76 and was inactive premarket.
-By Kevin Kingsbury, Dow Jones Newswires; 212-416-2354;
kevin.kingsbury@dowjones.com