Rentrak, Dish Network hook up on audience measurement

Mon, 11/24/2008 - 7:30am
Mike Robuck

In an effort to provide more value to advertisers, Dish Network and Rentrak have hooked up for audience measurement reporting.

Dish Network has an agreement to use Rentrak’s TV Essentials platform, which provides anonymous viewer measurement data, including second-by-second television and advertising information, from Dish’s set-top boxes.

Along with other Dish Network reporting tools, the satellite video provider has integrated TV Essentials into its traffic and billing systems in order to garner ad-placement information. The platform will give Dish and its advertising partners performance intelligences by campaign, program and individual advertisements.

TV Essentials will also report on Dish Network DVR and iTV reporting and analysis.

"Advertisers are clamoring for this level of reporting to gain insights and to increase efficiencies in this age of increased accountability," said Michael Finn, vice president of advertising sales for Dish Network. "This reporting will make a significant difference for advertisers across all of our current and future initiatives, and will allow us to make more informed internal programming and marketing decisions."

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