Rentrak Buys Product Placement Analyst iTVX

Multi-screen measurement specialist Rentrak has acquired iTVX, a product placement analysis firm, for an undisclosed sum.

iTVX analyses the value, performance quality and audience impact of product placement on TV, film and web video. In the past two years, the firms have partnered to help brands and programmers understand the impact on audiences when a TV show uses a brand in a story line. Following the acquisition, Rentrak's second-by-second viewing information will be combined with iTVX's exposure analytics.

iTVX CEO Frank Zazza says that combining Rentrak's TV ratings from more than 25 million TVs and 'every movie screen in the world' with his firm's analytics will provide advertisers, broadcasters and content creators with 'the most precise measurement for any of their branded entertainment initiatives'.

Bill Livek, Rentrak's Vice Chairman and CEO, adds: 'We are proud to strengthen our TV and Movie Advanced Analytics services with the acquisition of iTVX. We believe that this acquisition will bring Rentrak's TV services to many more advertisers, ad agencies and TV networks more quickly.'

Web sites: www.rentrak.com and www.itvx.com .