Rentrak Adds Behavioral Data to STB Research

US multi-screen measurement specialist Rentrak has partnered with consumer data giant Experian Simmons to add behavioral data to its TV Essentials and StationView Essentials set-top-box (STB) research tools.

Experian Simmons tracks Americans' buying behaviour and preferences, on- and off- line; their attitudes and lifestyles; and the media they use, via its Simmons National Consumer Study and SimmonsLOCAL. The partnership will combine this buyer propensity data with Rentrak's TV Essentials tools, which analyze audience viewing of programming and advertising across VOD, DVR, interactive and linear TV; and with its StationView Essentials metrics, designed to understand viewer involvement and viewing habits in local markets.

Both firms say this will improve the ability of advertisers to match their spots against programs their target customers actually watch.

'Experian Simmons' ability to supply buying propensity overlays with Rentrak's national and local TV metrics is a major step forward for the ad industry,' comments Rentrak's CEO Bill Livek. 'Combining powerful information databases, advertisers can better reach their targets; networks and stations can attract new advertisers; and consumers will see messages and offers that are more relevant to them.'

Web sites: www.rentrak.com and www.experiansimmons.com .