PORTLAND, Ore., Sept. 19, 2013 /PRNewswire/ -- Rentrak (NASDAQ: RENT) the leader in precisely measuring movies and TV everywhere, serving the advertising, television and movie industries, today announced that Consumer Orbit has committed to using Rentrak's local and national television measurement services as its primary currency for understanding audience behaviors across the country.
With Rentrak, Consumer Orbit receives precise television viewing information from more than 25 million TVs to align program audiences with consumer viewing segments. Rentrak's Advanced Demographics and targeting capabilities combined with Consumer Orbit's cutting-edge analytics, provide Consumer Orbit and its clients with an industry-leading tool which focuses media and buys on those markets, stations, networks and programs which deliver audiences with the highest densities of a particular purchase, regardless of size.
"Rentrak allows us to execute our plans and buys based on the far more powerful and relevant match between viewing and purchase behavior, in addition to the traditional, but far less effective, demographic targets most other agencies use," said Jay Huckabay, president and chief executive officer of Consumer Orbit. "With Rentrak's full local and national ratings information, we can understand television viewership at the most granular levels of measurement. The combination of great segment insights, including relevant media channel and programs for engagement, can lead to great strategy and execution, enabling media buyers to negotiate and execute a media schedule against the target consumer to align true messaging, strategy and activation."
"Consumer Orbit is a leader in an industry making the move from an exclusive focus on age/sex demographics as the primary buying metric to a new rich and far more effective ecosystem of buying behavior-based Advanced Demographics to provide their clients with the most efficient and effective targeting possible," said Steve Walsh, executive vice president of local market television at Rentrak.Rentrak's television ratings service is the only fully-integrated system of detailed satellite, telco and cable TV viewing information from more than 25 million TVs nationwide including granular information for TV stations in all 210 local markets.