Charter Communications is working with Rentrak to measure TV viewing habits, with the aim of getting more information on the relationship between linear television and on-demand viewing patterns.
Detailed information on viewing habits can be used to prioritize projects. The larger trend is moving from a broadcast model to a unicast model; the question for MSOs is how rapidly to make that migration. Evaluating viewing habits will help answer that question. That data should help MSOs determine what technology to deploy, and in which markets.
“Consumers ultimately benefit from a better understanding of linear and on-demand television viewing habits through improved programming and easier access to that programming,” said Jim Heneghan, Charter's senior vice president of advertising sales.
Charter will rely on Rentrak’s TV Essentials system, a suite of research tools that enables customers to analyze anonymous and aggregate audience viewing of programming and advertising for linear television. Features of TV Essentials include reports on audience flow, audience retention, day part analysis, and series/title comparison summarized at a national or market level.
Rentrak’s TV Essentials system has access to data from more than seven million set-top boxes. In addition to the TV Essentials system, Rentrak processes on-demand television data, representing more than 54 million set-top boxes.