NBCU Makes Rentrak Deal Essential


Rentrak Corp. and NBC Universal have reached a multiyear pact under which the programmer will use the measurement company’s Mobile Essentials service to gauge the performance of content in advanced-platform settings.

Rentrak’s Mobile Essentials system is a suite of tools that analyzes trends and tracks massive data for video clips, SMS messaging, ring tones, video games, wall paper, and other mobile content in order to provide answers to questions that have historically required market research and consumer panel studies.

“Rentrak’s Mobile Essentials service provides NBCU Mobile the unique opportunity to be the first in the industry with the ability to view and analyze their anonymous mobile data for the consumption of video and other downloads, text messaging, games, and more, all in one comprehensive application,” said Rentrak president and chief strategy officer Ken Papagan in a statement. “Mobile handsets are the only video devices that are completely unique to each user and Mobile Essentials provides a major industry breakthrough by enabling longitudinal analytics of individual mobile viewing patterns that can also be used to drive viewers back to the TV screen as well.”

Noted NBC Universal senior vice president of mobile platform development Salil Dalvi: “The Mobile Essentials tool gives NBC Universal access to timely usage data across video, mobile web, messaging, and downloads. The service makes it simple and practical for us to make data-driven decisions.”