Rentrak Launches 'Exact Commercial Ratings'

In the US, multi-screen measurement firm Rentrak has introduced 'Exact Commercial Ratings' - a new system which it says measures exactly how many viewers were exposed to specific commercials in a campaign.

Rentrak says that unlike Nielsen's C3 ratings, which only measure the average rating of ads in a TV program, its new system provides individual ad metrics for each commercial aired. Subscribers of the firm's network ratings service can see how their spot performs within a live telecast, as well as across time-shifted viewing via a DVR device. Comparative data is also supplied for other spots in the 'ad pod', the telecast, or the advertiser's competitive set.

Evan Goldfarb, SVP of Agency Sales in Rentrak's AMI Division, states: 'With Exact Commercial Ratings, every agency and advertiser will have the ability to determine the performance of a specific commercial on their network campaign and be able to plan, buy and place spots much more strategically. It will revolutionize the pre-and-post evaluation process.'

The new system is not available in Rentrak's local market measurement system StationView Essentials.

Web site: visit www.rentrak.com .