Rentrack is a media company which collects customers’ information on movies so that it can advertise according to the needs of the customers. Rentrack measures the amount of ticket sales for movies globally. They record all the transactions made in ticket sales all over the world. The information is made immediately the transaction is done. They use this information to plan for marketing and sell this data to studios so that they can plan for their marketing.Rentrack has been measuring its data using their unique currency for the last decade. They do video on demand transactions on all the TV programs. They get details on every television set that is video on demand enabled. Within the last four years, Rentrack has come up with a technology that can measure local and national television viewing. Fox limited have enlisted this service. Rentrack is fully connected to DirecTV and Cox. They have access to about 50 million TV sets that they are measuring(Goetzl, 2011).

Rentrack earns its revenues from the movie and television areas. It comes from advertisers, advertisement agencies, and television stations. Rentrack uses the word programmatic to mean automatic buying by advertisement agencies. This system is so much easier and is very convenient. The automation system is convenient when they want to advertise a certain product. Since they have information of most people who watch a particular programme at a particular time, they can choose advertisements that suit the needs of the people at that time. This way, they earn more and get a lot of response from the customers. Rentrack helps in getting the information to the customers in a very stable manner. Rentrack is very keen on the data area. People can use their data services to investigate age and sex demographics(Malone, 2012).

Most of their customers are studios, television stations. They have recently secured deals with Comcast and Rubicon. The business started with the idea that most companies wanted to bring direct marketing to is potential consumers. So it decided to fill this gap by collecting data for these companies so that they could have advertisements that targeted the intended market. Rentrack uses the video on demand platform and linear television to advance its sales since it is the only company that provides these services(Littleton, 2014).

In comparison to Nielsen, Rentrack offers a bigger sample than Nielsen in the number of households that they deal with. Rentrack in this case is about one hundred and sixty seven times larger. For instance, in Miami, Nielsen’s samples are about 600 homes while for Rentrack is about one hundred thousand homes. Rentrack has a high rating point as compared to Nielsen. While at Rentrack 2500 homes equal a rating point, only six homes make a rating point for Nielsen. Nielsen is also more expensive than Rentrack. It is more competitive as its data contain demographic information which is useful to the customers(Likayasa, 2014).

Rentrack is soon replacing Nielsen due to its large measurements. Currently, it has access to over three hundred and twenty households in Houston and more than seven hundred thousand television sets. By use of its advanced technology, it increases the data collected and the accuracy of the data by more than five hundred and thirty five. Many local and international TV stations have subscribed to Rentrack. There seems to be an issue with the radio since the technology used is rather different than what they use in the televisions and movie theatres(Goetzl, 2011).

References

Goetzl, D. (2011, December 20). Media Post Publications. Retrieved July 2, 2014, from Nielsen Alternative Gets Miami Heat: http://www.mediapost.com/publications/article/164589/nielsen-alternative-gets-miami-heat.html?print

Likayasa, K. (2014, June 16). Ad Exchanger. Retrieved July 2, 2014, from Is Rentrak A New ‘Nielsen’ Of TV Currency?: http://www.adexchanger.com/digital-tv/is-rentrak-a-new-nielsen-of-tv-currency/

Littleton, C. (2014, June 11). Variety Editions. Retrieved July 2, 2014, from Rentrak Makes Inroads in TV Ratings Measurement with Majors: http://variety.com/2014/tv/news/rentrak-makes-inroads-in-tv-ratings-measurement-with-majors-1201218548/

Malone, J. (2012, March 26). Malone Media Group. Retrieved July 2, 2014, from Are Arbitron & Nielsen Ratings Accurate for Evaluating Broadcast Radio and TV?: http://malonemediagroup.com/are-arbitron-nielsen-ratings-accurate-for-evaluating-broadcast-radio-and-tv/