Rentrak Inks On-Demand Measurement Deal With Turner


Rentrak has won a multi-year deal with Turner Broadcasting System to track on-demand viewing for all eight of the programmer’s services, namely Cartoon Network, CNN, TBS, TNT, TCM, TruTV, Boomerang and Adult Swim.  

Last week, Rentrak entered into an expanded agreement with Time Warner Cable, which like Turner is a unit of Time Warner.

Turner’s networks have widespread distribution across various cable operators, so the addition of their video on-demand usage will enhance Rentrak’s capacity to provide timely, aggregated and customizable analysis of anonymous census-level, on-demand viewing data, the tracking company contends.

Rentrak’s roster of content providers now totals more than 90, including studios and cable, broadcast and on demand-only networks. 

“Given Turner’s size and activity in the on demand platform, signing a multiyear deal with this cable industry giant is a major win for Rentrak,” Carol Hinnant, Rentrak’s vice president of business development for the onDemand Essentials Suite of Services, said in a statement. 

Rentrak processes daily, census-level, on-demand data representing 45 million set-top boxesfrom 23 cable operators, with the data being used by more than 90 networks and studios.

Rentrak processed more than 3.3 billion transactions from its operator partners in 2007 – a 52% increase over the same period for 2006.

“VOD represents a growth opportunity for Turner brands and we are pleased to be able to share metrics on the power of our VOD content, as offered via our MSO partners, to our Advertisers,” Jack Wakshlag, Turner’s chief research officer, said in a statement.  

OnDemand Essentials, a service of Rentrak’s Advanced Media & Information Division, provides operators, content providers and advertisers with a transactional tracking and reporting system to view and analyze on-demand content.  The product is an extension of Rentrak's Essentials suite of business intelligence products customized for the entertainment industry.