Promising a leap in the correlation of TV viewing data and shopper behavior, Rentrak said it is partnering with Kantar Shopcom to integrate retail purchase data and information into its television viewing data.
The move comes two months after Rentrak bought Kantar’s U.S. TV measurement operations for $98 million.
The deal includes multi-sector purchase transaction data and information for over 300 million U.S. consumers into its television viewing measurement, Rentrak said.
Similarly, Kantar Shopcom will integrate Rentrak’s TV viewing information from millions of U.S. households with its purchase transaction information to expand its multi-channel, cross-media planning, targeting and measurement solutions.
The combined data should give advertisers, agencies and TV networks a vastly more detailed – and possibly vastly more intrusive – ability to not only target ads to viewers, but also to monitor the effectiveness of marketing campaigns.
It will also allow advertisers to translate TV impressions and actual merchant sales dollars to better understand the effect TV and digital companies have on results on retail sales, Rentrak said.
Likewise, Kantar Shopcom will integrate Rentrak TV viewing information into its planning, targeting and measurement solutions, most notably its multi-channel and cross-media solutions.
Chris Wilson, president of national television at Rentrak commented; “Rentrak is excited to evolve the use of this integration as it will help move the marketplace to targeting with consumer data that can be used to measure the results of an advertisers media buy.”
Rentrak’s television ratings service is the only fully-integrated system of detailed satellite, telco and nationwide cable TV viewing information from more than 31 million TVs, and Video on Demand from more than 117 million TVs in the U.S. and Canada, including granular information for TV stations in all 210 local markets projected to the U.S. population.
