Rentrak acquires Kantar Media's US based TV measurement assets

NEW DELHI:  Rentrak has acquired Kantar Media’s America based television measurement assets, according to a press note issued by Kantar Media, which also has an arrangement with TAM in India.

Kantar Media welcomed the announcement which represents a joining of forces between two major players in the US audience measurement industry.

The transaction, when closed, will merge Kantar Media’s existing US television measurement client contracts into Rentrak. This will create the benefits of clarity and simplicity for clients in the US TV ratings marketplace with a single, massive and passive TV measurement ratings service.

Over the coming months, Kantar said that it will work closely with Rentrak to ensure the smooth transition of the US television measurement clients in order to honour all existing obligations and maintain a focus on delivering a seamless client service.

Under the agreement, Rentrak will also integrate its national and local TV measurement with a number of Kantar’s US based services that focus on digital media, advertising expenditure and purchase data.  This partnership will provide advertisers, agencies, TV networks, MVPDs and local television stations, throughout US, with even more powerful tools to understand consumers’ purchasing habits. This will enable them to link TV habits with purchase patterns and other behaviour in US.

The deployment of return path data from set top boxes has expanded the definition of audience measurement. Kantar Media developed and deployed the world’s first proprietary return path data service in 2004. It claimed that its RPD services had helped TV operators, channels, advertisers and agencies gain granular insight into viewing behaviour.

This announcement, however, has no impact on any of Kantar’s measurement services outside the US. Kantar Media will continue to operate return path data services in existing markets in Africa, Asia Pacific and Europe. Kantar claimed that their commitment to develop and advance return path data capabilities to TV operators across the world has never been stronger. Return path data remains a cornerstone in their ambition to measure TV across all platforms and devices.

Kantar Media’s strengthened relationship with Rentrak underlines the company’s strategic ambition to maximise the market potential for their areas of expertise in the US. These include the recent launch of US TGI and the enhancement of their advertising intelligence (expenditure) capabilities to include mobile and online video advertising tracking - an industry-first.

Latest Reads
No changes in Marathi, Telugu segments in BARC data week 2

In the Bengali market, Jalsha Movies and Aakash Aath interchanged their fourth and fifth positions in BARC data week 2. Bhojpuri Cinema and Big Ganga swapped their first and second position in the Bhojpuri space. Zee Kannada and Colors Kannada swapped their first and second positions in the Kannada...

Television TV Channels Viewership
Dettol topples Trivago from top spot in BARC week 2 of 2019

The Broadcast Audience Research Council (BARC) India has released its data for top advertisers and brands for week 2 of 2019.

Television TV Channels Viewership
Four news genres saw no change in BARC week 2

All the four genres apart from Hindi news urban market saw no change in second week of the year. Aaj Tak continued to groove on the same tracks in the rural, urban and U+R genres as it did the previous year. India TV and News18 India interchanged their positions in the Hindi news urban market.

Television TV Channels Viewership
Sony Entertainment Television leads urban areas in week 2 of BARC

Sony Entertainment Television jumped to second position to fifth position as compared to the previous week in the Hindi (U+R) genre in Broadcast Audience Research Council (BARC) data for week 2 of 2018. Zee Anmol retained its first position in the rural market. Sony Entertainment Television and...

Television TV Channels Viewership
Aaj Tak becomes the world’s first News Channel to be awarded YouTube’s ‘Diamond Play Button’

India’s No.1 news channel Aaj Tak creates history yet again! The prestigious ‘Diamond Play Button’ bestowed by YouTube, recognises Aaj Tak as the global no.1, the first and the only news channel in the world to have crossed the 10 Million Subscriber mark.

Television TV Channels News Broadcasting
News18 India launches campaign; asserts channel’s leadership

News18 India, Network18’s general Hindi news channel, recently launched a campaign with a humorous and quirky film to drive home its leadership position in the crucial primetime band in the highly competitive Hindi TV news segment.

Television TV Channels News Broadcasting
Join Drac’s Pack on their cruise as &flix presents its next #FlixFirstPremiere ‘Hotel Transylvania 3: Summer Vacation’

It is seldom that you get to see the hilarious side to a monster trying to get himself a date with the help of a technological app like Siri! Have you ever seen a monster film that is full of fun, frolic, laughter, romance and adventure?

Television TV Channels English Entertainment
9XM On Stage with Salim Sulaiman

To celebrate the Republic Day week, 9XM - India’s most popular Bollywood music destination announces the launch of 9XM On Stage a splendid musical night created in honour of the Indian Armed Forces.

Television TV Channels Music and Youth
Prime Focus joins hands with Pritam and Kwan to create JAM8

Integrated media services company Prime Focus Ltd has announced its collaboration with Jam8, a musical platform founded by Indian music composer/director Pritam, and KWAN, a talent management company to serve as a 360-degree creative solution provider for the M&E industry.

Television Production House Film Production

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories