NEWS8 December 2011

Aegis Media signs on for Rentrak’s commercial ratings

New business North America

US— Aegis Media agencies, including Carat, will get access to viewership metrics for individual ad spots under a deal announced this week with media measurement firm Rentrak.

Aegis has signed its agencies up to Rentrak’s TV Essentials service, which collects set-top box data from millions of US households to report on national viewing habits.

Earlier this month, the firm added a new module to TV Essentials, called Exact Commercial Ratings, which can tell advertisers how many households were exposed to specific commercials in a campaign run.

Carat USA’s head of research and consumer insights Michelle Lynn said: “Rentrak’s TV Essentials and Exact Commercial Ratings metrics provide the type of information required to better understand people’s viewing behaviours in a fragmented market place.”

Rentrak is headed by CEO Bill Livek (pictured).