Rentrak Granted Patent for 'Stickiness Index'

Audience measurement specialist Rentrak has received a new patent for a process showing which TV shows have the most engaged viewers, based on what it describes as a 'Stickiness Index'.

The new 'system and method for measuring television audience engagement' was invented by company execs Michael Vinson, Bruce Goerlich, Maria Loper, Melissa Martin and Amir Yazdani.

According to the firm, the patent is based on a process which is used in its TV Essentials system, as well as in weekly reports, to track the time spent viewing versus the likelihood of a viewer to remember advertising. This latest patent adds to one granted in October, which identifies when TV sets are off, but the set-top box is on; and two granted in November, for the Exact Commercial Ratings solution, and for a system compensating for problems with return path TV data storage.

CEO Bill Livek comments: 'Rentrak continues its leadership role in television measurement through patents that provide real value to the advertising marketplace.'

Web site: www.rentrak.com .