Competition may be heating up in the measurement space, where alternatives to the traditionally dominant Nielsen appear to be gaining ground.
In the latest example, TVNewsCheck reports that Viacom Media Networks signed a deal with Rentrak for TV ratings and VOD measurement.
“Viacom will use Rentrak’s Advanced Demographics measurement capabilities, which include Rentrak’s viewing information and integrated purchase information from IRI, Shopcom and IHS Polk’s automotive segments,” the story reports.
The article adds: “Rentrak’s analytical technology will support Viacom’s advanced data approach, including the recently announced Viacom Vantage, a data-driven advertising product that gives advertisers the flexibility to define and reach custom audiences.”
The report quotes Colleen Fahey Rush, executive vice president of strategic insights and research for Viacom Media Networks, saying: “Our partnership with Rentrak further strengthens our insights arsenal and our ability to unlock new levels of targeting.”