Rentrak Gathering More Data From Set-Top Box Homes27 Aug, 2014 By: Doug McPherson
PORTLAND, Ore. – TV-media measurement company Rentrak reports that by the end of 2014, it will be collecting data from 26 million set-top box homes thanks to deals with DirecTV and Cox. Bill Livek, chief executive officer of Rentrak, adds that the company will now report on nearly 300 networks and more than 1,650 TV stations. In 2011, Rentrak was tracking 13 million set-top boxes.
This June, Rentrak acquired Fox Television Stations as a client, and earlier this year, CBS Television Network signed on with Rentrak for “advanced demographics” ratings as a form of TV advertising “currency.”
Livek wouldn’t share specific set-top-box additions from DirecTV and Cox systems. But he says that now having more than 60 million TV sets (from 26 million set-top-box homes) gives Rentrak a stronger ability to integrate into an advertisers’ particular audience needs.
“TV targeting continues to be transformed from a generic age/sex approach to meeting client’s specific needs,” he says. Rentrak gets TV viewing data from set-top boxes on a second by second basis.
Livek told MediaDaily News the move to higher set-top box totals has been gradual. “It takes time to integrate the homes, build the projections, and do impact analyses,” he said.