Rentrak, the specialist in measuring TV everywhere, serving the advertising, TV and movie industries, has acquired iTVX, a global palyer in measuring branded entertainment analytics, insights and research across TV, Movies, Internet and Social Media. iTVX serves some of the largest advertisers, including Chrysler, Nissan, Toyota, Pepsi, Subway and Telemundo, with advanced analytics for branded entertainment in TV and digital media.
The combination of Rentrak’s second-by-second viewing information and iTVX’s exposure analytics increases the value Rentrak delivers to clients for planning and executing their branded entertainment campaigns.
“Combining Rentrak’s TV ratings from more than 25 million TVs and every movie screen in the world with iTVX analytics, we provide advertisers, broadcasters and content creators with the most precise measurement for any of their branded entertainment initiatives,” said iTVX’s CEO Frank Zazza. “According to the Association of National Advertisers, the demand required by CMOs for more accurate branded entertainment measurement is now resolved by delivering clients total media measurement. Only iTVX/Rentrak can deliver such actionable big data insights.”
“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,” said Rentrak’s Vice Chairman and CEO, Bill Livek.