Turner Renews Deal For Rentrak's VOD Measurement


Rentrak renewed its agreement with Turner Broadcasting System to use Rentrak's OnDemand Essentials service to measure video-on-demand viewing.
Terms of the deal were not disclosed. Rentrak announced its original agreement with Turner in March 2008.
According to Rentrak, Turner's VOD transactions have increased 139% from April 2007 to December 2009, outpacing the industry's overall free-on-demand content category, which grew 77% over the same period.
The OnDemand Essentials service, which is used more than 100 content providers, collects data from 70 million set-top boxes across 33 operators.
"Our renewal with Rentrak underscores the role that OnDemand Essentials plays in helping Turner measure and optimize performance of our on-demand networks," Turner chief research officer Jack Wakshlag said in a statement. "We look forward to working with Rentrak as we continue to extend and monetize our brands across platforms."
Last year, Cox Communications and Turner disclosed the results of a test of the MSO's MyPrimetime VOD service with full commercial load and fast-forward function disabled. According to the Rentrak-provided data, Cox increased views of eight top shows from TNT, TBS and Cartoon Network by almost 10% within three days of air, viewership that can be counted toward Nielsen's C3 ratings (live plus three-day replay).
"During the past three years, Turner has relied on Rentrak's OnDemand Essentials to assess and fine-tune their offerings to become one of the strongest on-demand players in the industry today," said Carol Hinnant, senior vice president of business development for Rentrak's Advanced Media & Information Division.