Rentrak Buys Sports and Entertainment Analyst SponsorHub

Multi-screen measurement specialist Rentrak has acquired sports and entertainment big data platform SponsorHub, which offers proprietary social media measurement for sports, political and advertising brands. Terms of the deal were not disclosed.

SponsorHub's tools measure and track brand engagement in sports and branded entertainment initiatives, ranging from the Olympics and World Cup, to TV and movies. In addition, its flagship X-Stream product offers a real-time consumer impact index and key emotional metrics derived from billions of social media conversations around athletes, celebrities, teams, leagues and brands.

Rentrak says the acquisition will extend its ability to provide audience measurement and targeting which enables marketers to reach specific audiences at the right time. Through the deal, Rentrak will offer products that measure the effect of social media on TV, dynamic ad insertion, online video advertising, movies and brand content integration.

SponsorHub CEO and co-founder Robert Johnston (pictured) comments: 'The combination of Rentrak's current products with SponsorHub's social media SaaS platform will provide the most precise set of tools to measure the effect of social media. We're looking forward to the new products that will be developed through this acquisition.'

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