Rentrak and Kantar Link Retail and TV Viewing Data

Film and television measurement specialist Rentrak has partnered with Kantar's data integration, analytics and insights division Kantar Shopcom, to integrate retail purchase data with TV viewing information.

The deal, which follows the recent merger of Kantar Media's US TV measurement business into Rentrak, will see multi-sector purchase transaction data and information for more than 300 million US consumers merged with Rentrak's TV viewing data from millions of US households.

The partnership promises advertisers, agencies and TV networks the ability not only to target, but also to monitor the effectiveness of their marketing and better understand the effect TV and digital exposure has on retail sales. In addition, Kantar Shopcom will integrate Rentrak TV viewing information into its planning, targeting and measurement solutions, specifically its multi-channel and cross-media solutions.

Chris Wilson, Rentrak's President of National Television, comments: '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.'

Web site: www.rentrak.com and www.kantarshopcom.com .