Rentrak names Goerlich and Vinson to research team

Goerlich (pictured), a former chairman of the Advertising Research Foundation, was previously president of the North American Strategic Resources Group at ZenithOptimedia, but left in January without a job to go to.

Vinson was most recently director of digital insights and analytics at Starcom MediaVest and was previously chief research scientist at ErinMedia, a company which once sought to compete against TV measurement giant Nielsen by providing alternative programme and advert ratings using viewing data from set-top boxes – the same data source that powers Rentrak’s TV Essentials service.

The creation of the roles and the appointments of Goerlich and Vinson are part of Rentrak’s plan to provide more sophisticated reporting and media information services, said CEO Bill Livek.

He described the firm’s new arrivals as “very distinguished advertising and analytical research industry leaders”.