PlaceIQ and Rentrak Add Location to TV Viewing Data

In the US, location analytics firm PlaceIQ has partnered with multi-screen audience measurement specialist Rentrak to develop a new product called PIQ PrimeTime, combining location intelligence with television viewing data.

The system has already been tested with an unnamed national sports network to determine increase in tune-in for Major League Baseball (MLB) games. Through the partnership, Place IQ's mobile location data was combined with Rentrak set-top-box data from 26 million US households, in order to target ads to MLB viewers. According to a press statement, this initiative increased viewership by nearly 25% among those who saw the ads.

Chris Wilson, Rentrak's President of National Television, comments: 'We're breaking new ground with this campaign by examining the cross-section between mobile devices, location and television viewing habits. This marks the first time our massive and passive TV viewing information has been used for attribution with a location-based mobile marketing campaign and opens the door for future innovative uses of our unique data set.'

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