Rentrak to measure audiences for three screens

DIGITAL: Partnership with Concurrent to provide viewer data for TV, PCs, mobile phones

By Danny King -- Video Business, 6/16/2009

JUNE 16 | DIGITAL: Rentrak is partnering with video-delivery systems operator Concurrent on a service that measures video-audience levels across television, personal computers and mobile phones. The agreement will likely further grow Rentrak's higher-margin audience-measurement business.

Rentrak said the agreement with Concurrent marks the first full-scale audience measurement service across the so-called three screens, with the service allowing content providers a way to better evaluate video demand for potential advertisers, Rentrak said in a statement today.

"This partnership with Concurrent further strengthens Rentrak's position as a key player in multi-platform audience measurement for VOD and linear television," Sandra Kilbridge, VP of operations at Rentrak's advanced media and information unit, said in the statement.

Rentrak continues to grow the division as revenue at its primary pay-per-transaction division declines from lower DVD rentals and purchases. In March, Rentrak said it would start providing audience-measurement services for faith-based The Inspiration Network, InDemand Networks, Mark Cuban's Magnolia Pictures and video-on-demand provider SeaChange International.

Earlier this month, Rentrak said its fiscal fourth-quarter earnings rose 33% from a year ago as sales at its media-audience data tracking service jumped from the new agreements.