PORTLAND, Ore., June 17, 2014 /PRNewswire/ -- Rentrak (NASDAQ: RENT), the leader in precisely measuring movies and TV everywhere, today announced it has redefined the terms for its national and local television measurement services.
Rentrak previously referred to its national and local TV measurement services as "census-like." In the future, after consultation with the Media Rating Council, which asked Rentrak to eliminate the phrase "census-like," we will call these services "Rentrak Local" and "Rentrak National." In describing these services, Rentrak will use the phrase "information based on a massive and passive TV measurement footprint."
Today, Rentrak's total television service measures more than 13 million return-path TV homes and 29 million televisions, provided by a number of multichannel video programming distributors (MVPDs) allowing for reporting in more than 99 percent of residential ZIP codes. By 2015, Rentrak estimates it will have approximately 26 million TV homes and almost 60 million TVs providing viewing data. The resulting large data set of tuning information has projection factors applied to create national and local market TV tuning estimates and demographic audience estimates. Rentrak also adjusts for factors such as TVs that do not have return-path capabilities or instances when return-path viewing data is not made available to Rentrak.
Some benefits of Rentrak's approach are more stable audience data and greater depth of information. Rentrak integrates, in a privacy-protected manner, the full data sets of cars people buy (from IHS Automotive, formerly Polk), how people vote (from voter lists provided by the Democratic and Republican parties) and what products are purchased by viewers in millions of households (Epsilon, IRI and others), to name but a few categories available in Rentrak's TV services. Rentrak's objective is to produce the best possible audience estimates for its clients.This clarification does not pertain to Rentrak's theatrical movie and Video on Demand services, which remain defined as census-based measurement.
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