The TV audience measurement firm said that the combination of second-by-second viewing data with the Experian Simmons behavioural data would “greatly improve” advertisers’ chances of placing an ad in a programme that is actually watched by their target audience.

Data will be taken from the Simmons National Survey and its local equivalent, SimmonsLOCAL.

Ken Wollenberg, general manager at Experian Simmons, said: “The integration of the Simmons National Survey and SimmonsLOCAL with Rentrak’s set-top box box data provides performance-driven marketers with the insights about consumer behaviour and attitudes that they need to effectively target and engage their core brand users and prospects.”

Rentrak CEO Bill Livek (pictured) added: “Our relationship with Experian Simmons and their ability to supply buying propensity overlays with Rentrak’s national and local TV metrics is a major step forward for the advertising industry.”