Daily Research News Online no. 20620 - Rentrak TV Ratings Fail First MRC Audit

Rentrak TV Ratings Fail First MRC Audit

March 23 2015

In the US, standards body the Media Rating Council says Rentrak's national and local TV ratings products are as yet 'not sufficiently compliant with its standards', following more than a year of auditing. The two parties made positive statements and will continue to work towards accreditation.

Rentrak, whose CEO is Bill Livek (pictured), began talks with the MRC in 2011, and the initial audit - covering the company's TV Essentials and StationView Essentials services - was completed in late 2014.

The announcement is a relatively minor blow for a company which is growing at an extraordinary rate - Rentrak last month reported a 38% increase in revenue to $26.9m for Q3 of fiscal 2015, with the TV Everywhere service dominant - its 76% growth in the period is typical of recent quarters and is said to be sustainable for 'several years'.

The MRC points out that 'it is not unusual for a complex rating service to not pass the initial audit and have the need to make improvements'; stresses that work with Rentrak is ongoing; and has expressed the belief that 'television return-path data from MVPDs, once adjusted and audience-attributed, can be a viable source for audience ratings presenting opportunities for enhanced granularity and stability'.

A Rentrak spokesman said the company is committed to the MRC process and after a remediation period will begin the next audit, which is expected to take place before the end of this year. Web site: www.rentrak.com .

Separately, Google has announced it is working on real-time ad tracking capabilities for TV campaigns, similar to those available for online ads. Trials are underway among Google Fiber TV subscribers in Kansas City and Missouri, and viewers will be shown ads matched to them on the basis of geography, program type and/or viewing history - unless they opt out of the latter in their Settings.