Attentional, Rentrak ink U.S. pact

Duo to deliver ratings intel to int'l biz

LONDON — U.K. ratings and data specialist Attentional is partnering with U.S. audience measurement company Rentrak to provide a U.S. TV ratings service aimed at the international production and distribution community.

Rentrak has access to more than 6 million set-top boxes across the U.S. and provides deep information on viewing patterns that Attentional will be able to access.

The service is due to bow Oct. 11, with a marketing push likely at next week’s Mipcom TV sales bash in Cannes.

Attentional topper David Graham said: “The U.S. remains the world’s largest TV market. It’s at the leading edge in a number of areas, including pay TV, Internet-delivered TV and on-demand TV and the international community wants to find out why the U.S. studios do their job so successfully, and what their tricks of the trade are.”

Service will offer clients regular tailored reports on audience behavior, and weekly tracking of series and genre rankings.

These reports can cover the ratings or share of any series or individual transmission; weekly tracking of an entire schedule or cluster of series; broadcast network, basic cable and premium cable; top rankings by genre; and performance vs. a channel, demographic or timeslot benchmark.

Likely clients include non-U.S. producers making shows for the U.S. market, overseas producers who want to get into the U.S. market, companies that want to co-produce Stateside and those who want to acquire shows from the U.S.

Attentional has provided analysis of U.K. ratings since 1991.

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