You will be redirected back to your article in seconds

Rentrak to Buy Product-Placement Measurement Service

Purchase of iTVX is emblematic of need for new ways to analyze advertising

Looks like Hollywood is trying to invent a new measuring stick.

Rentrak, a company that aims to analyze viewership of movies and TV shows no matter how they are seen, is purchasing a business that analyzes the effectiveness of advertising woven into content, illustrating the new importance the advertising and media industries are placing on measurement as new technologies change the way consumers use video.

Rentrak, which also provides instantly-updated data on movie-audience attendance, is purchasing iTVX, a small concern that analyzes products placed directly into TV programs and movies, for an undisclosed sum, said Bill Livek,  Rentrak’s vice-chairman and chief executive, in an interview.

“Advertisers care about the exposure they’re getting across all of these screens, and the strategy they should deploy in the future,”  LIvek said.  Having accurate information about viewer response to products placed in content by ad deals “is critical right now.”

The idea of weaving cans of soda or cars into programs is an old practice that dates back to the dawn of television. But as more consumers gain access to technology that lets them avoid ads, including DVRs and video-streaming apps, media companies have grown more willing to expand the practice, making a car a central character in a program, as CBS has done with General Motors’ Chevrolet in “Hawaii FIve-O.” or 20th Century Fox and ABC have allowed with Audi and Toyota in “Modern Family.”

Add to that dynamic another twist: More viewers are watching programs as the wish, whether that be through a cable distributor’s replay of favorite network TV programs or a new film release being made available through on-demand venues. The typical metric – Nielsen ratings – doesn’t always apply.

“You have different viewing habits,” explained Frank Zazza, chief executive of iTVX, and advertisers are seeking aid in understanding how effectively their media dollars are being spent

Rentrak could find such a service in more demand as more consumers opt to use “TV Everywhere,” a system being deployed by media companies and content distributors that allows viewers to watch programs online or via digital streaming so long as they have an active subscription to a cable or satellite service.

More Biz

  • Neilsons Measurment Problems TV Digital

    Megan Clarken, Key Nielsen Executive, Will Depart Company (EXCLUSIVE)

    Megan Clarken, a Nielsen executive who has been instrumental in the company’s quest to keep tabs on consumers in the many new ways they have to watch TV, is leaving the measurement giant. “After 15 years at Nielsen, Megan Clarken will be leaving at the end of the month to take on a new position [...]

  • Rose McGowan

    Rose McGowan Files Racketeering Suit Against Harvey Weinstein, David Boies, Lisa Bloom

    Rose McGowan filed a racketeering lawsuit on Wednesday against Harvey Weinstein, as well as against his ex-attorneys Lisa Bloom and David Boies and the spy firm Black Cube. The lawsuit alleges that Weinstein conspired with his attorneys to suppress and discredit her allegation that Weinstein raped her at the Sundance Film Festival in 1997. “This [...]

  • Hulu Taps Netflix's Spencer Peeples as

    Hulu Appoints Netflix's Spencer Peeples as Vice President of Film and Awards Marketing

    Hulu has appointed Spencer Peeples, who currently works as director of awards at Netflix, as its vice president of film and awards marketing, marking the first time the Disney-owned streamer has hired a senior exec dedicated to awards. In his new high-profile role, Peeples will lead the strategy and execution of Hulu’s awards campaigns, as [...]

  • UTA

    UTA Taps Ashley Momtaheni as Director of Corporate Communications

    Ashley Momtaheni is jumping ship from Annapurna Pictures to UTA. The agency has tapped Momtaheni as its new director of corporate communications, reporting to its global chief communications officer, Seth Oster. In her new role, Momtaheni will focus primarily on external communications, rounding out UTA’s senior communications team with veteran UTA comms executive Lisa Stein [...]

  • Euphoria HBO

    'It's an Explosion': Inside the Rising Costs of Making a Scripted TV Series

    When Apple TV plus launches on Nov. 1, it will do so with what’s arguably the most expensive new-series lineup in TV history. Among the streamer’s initial offerings are the drama “The Morning Show,” bearing a price tag believed to be more than $15 million an episode, and the dystopian sci-fi series “See,” which is [...]


    Wall Street Trims ViacomCBS Forecasts After Post-Deal Financial Disclosure

    Top media analysts have cut their short-term growth prospects for ViacomCBS following last week’s financial disclosures that came as part of the closing of CBS Corp.’s stock-swap takeover deal for Viacom. In the Oct. 17 filing, CBS Corp. released specific year-to-year projections for its free cash flow yield, guidance that the company has not offered [...]

More From Our Brands

Access exclusive content