NEWS8 August 2012

ITVx partners with Rentrak for product placement viewing data

Data analytics North America

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.