4A's SET TOP BOX SURVEY RESULTS - American Association of ...

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Rentrak Bruce Goerlich Chief Research Officer E-mail: bruce.goerlich@rentrakmail.com Phone: (212) 541-2437 Rentrak Corporation is an industry-advancing media measurement and research company, providing content measurement, analytical services, and unique insight to the most recognizable names in the media, agency, and entertainment industry. The set-top box (STB) data in Rentrak’s TV Essentials and StationView Essentials comprises hundreds of billions of events called tunes. A tune describes which channel was viewed, when it was viewed, and how long it was viewed. We collect STB data for live viewing and digital video recorder (DVR) viewing. We use the STB data to provide audience measurement of all telecasts, all series, and all networks—for each of the 210 television markets and for the entire nation. We integrate the measurements with consumer segmentation systems, syndicated consumer behavioral data, and other transactional databases, empowering agencies, advertisers, television networks, and television stations to connect the right message to the right audience at the right time. With Rentrak’s census like, STB database currency, clients gain the following: The most targeted TV viewership intelligence available Increased programming effectiveness through empirical data Overlay of segmentation schemas onto actual viewer behavior data sets to determine how audiences respond to the context within which ads are placed Accurate audience measurement for more informed decision-making regarding local station news and programming Data and analytics to increase direct local advertising sales Viewer-as-target data to support programs and inventory with lower sellout ratios Identification of audience duplication across competing local stations Reporting tools to help design more effective and efficient advertising schedules The most stable and granular television audience measurement data in the world Measurement on over 230 television networks The most precise commercial ratings data with Exact Commercial Ratings 24
Unique measures such as Engagement Vertical specific measurement tools in important categories such as automotive and movies Database sizes that are literally hundreds of times larger than current standards Rentrak obtains STB data from the following companies: Dish Network AT&T’s U-verse Digital TV Charter communications, Inc. Midcontinent Communications Rentrak’s STB data represents 19 million STBs in 7.8 million households. The data comes from operators in these platforms: Direct broadcast satellite (DBs) ipTV (also known as telco) Cable Rentrak’s 7.8 million households represent 6.8% of the U.S. television households. We obtain market and national universe sizes from the Nielsen Company. We project the 7.8 million households to the national population, correcting for: Demographics — to make reporting household demographics match national demographics Geographics — to make reporting households reflect the relative size of actual households in each zip code Behavior — to make reporting household viewing habits reflect cable and overthe-air viewing habits Coverage — to account for the availability of each network in each market 25
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4A's SET TOP BOX SURVEY RESULTS - American Association of ...

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