Media measurement company Rentrak and iTVX, which analyzes branded entertainment, are teaming up to create second-by-second ratings for product placement and integrations.
The agreements will give advertisers and networks an opportunity to see the full impact on viewers when a TV show uses a brand in a storyline or in a demonstration, the companies said.
"Our work with Rentrak will provide advertisers and broadcasters with 360 degree solutions and insights for planning, analyzing, implementing, and measuring their most challenging branded entertainment campaigns," Frank Zazza, CEO of iTVX, said in a statement.
Rentrak's TV Essentials service provides second-by-second TV audience viewing and demographic information based on data from 20 million televisions and all TV stations to create granular-level data in all 210 media markets. The Rentrak viewing data will be aligned with iTVX's system, which uses research, branded-entertainment expertise and performance analytics to deliver multiplatform intelligence for both the general and Hispanic TV markets, the companies said.
"iTVX provides insights as to the value and effectiveness branded entertainment has for advertisers. Similar to Rentrak's exact commercial ratings, clients can now measure the exact number of viewers while their product is exposed during a telecast," said Bill Livek, CEO of Rentrak. "No other product in the marketplace is capable of providing this type of industry solution, on this scale and level of sophistication and actionability."