The newly merged comScore and Rentrak have set their first multiplatform deal with a big client: Viacom.
Millennial Media is partnering with Rentrak to roll out a first-of-its-kind capability that lets TV advertisers retarget viewers on their mobile devices.
For years, NBCUniversal's ratings guru Alan Wurtzel has been criticizing the deficiencies of Nielsen's current ratings system—he says as much as 35 percent of NBC's audience for an average episode isn't measured by Nielsen's C3 and C7 metrics, which don't include most streaming activity, particularly on mobile and tablets—and he's tired of it.
On the heels of Tuesday's announcement that comScore will acquire rival Rentrak in a stock-for-stock merger so the combined company can take on Nielsen, Nielsen returned fire today with some news of its own.
Look out, Nielsen: ComScore announced it will acquire rival Rentrak Corporation in a stock-for-stock merger, allowing the combined company to take on the industry behemoth in the contentious battle for audience measurement.
Consumer dominance trumps demographic dominance. That's the message CBS is trumpeting ahead of its May 13 upfront, announcing new data that shows it delivers more consumers across almost every product category than any other network.
Google is stepping up its efforts to help TV advertisers understand the precise impact their ads have online, announcing a new partnership with Rentrak to expediently show marketers how their ads impact minute-by-minute Google searches, down to the spot level.
In a move that will provide growing competition to larger rivals like Nielsen, Rentrak, the U.S.-based film and television measurement company, is acquiring WPP’s Kantar Media's U.S. TV measurement business for $98 million in Rentrak stock.
Call it the time-shifted, made-for-tablets Winter Olympics. When Americans took in the jumps, spills and crashes from Sochi in February, they made Olympic history of their own. Viewing on mobile apps shot up a staggering 387 percent versus the Vancouver Games four years prior, according to internal NBCUniversal data, while on-demand TV viewing more than tripled.