NEWS8 August 2012
US— ITVx, a company that specialises in measuring the impact of TV product placement, is partnering with Rentrak to add viewing data to its campaign reports.
Rentrak CEO Bill Livek (pictured) said the tie-up would allow advertisers to measure “the exact number of viewers while their product is exposed during a TV show”.
Data is drawn from Rentrak’s second-by-second audience data service, TV Essentials, which sources tuning information from cable and satellite set-top boxes.
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