NEWS6 July 2010

Utilisima looks to Rentrak to provide ad buying currency

New business North America

US— Spanish-language lifestyle channel Utilisima has tapped Rentrak’s TV Essentials service to analyse the viewing habits of its audience.

Utilisima is part of the Fox International Channels network, and Rentrak says its data will be used by Fox as a currency to help attract advertisers to the channel.

“As a new network in the early stage of distribution, it is critical to have access to robust and accurate media measurement in order to prove the value proposition of our unique programming to advertisers,” said Hernan Lopez, chief operating officer of Fox International Channels.

TV Essentials uses return-path data from digital satellite and cable set-top boxes to track viewing habits across video-on-demand, digital video recorders, interactive and linear television platforms.