Rentrak Overview: Exact Commercial Ratings

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1 Rentrak Overview: Exact Commercial Ratings Bruce Goerlich Chief Research Officer January 22, 2013

2 Who is Rentrak? Strategic Uses of Exact Commercial Ratings Rentrak Examples Summary 2

3 Who is Rentrak? 3

4 Rentrak s services are positioned in two categories: 4

5 The Largest Multi-Screen Coverage Box Office 85,000 screens 290 million transactions/year DVD/Blu-ray/ Video Game Rental 6,000 stores / 44,000+ kiosks 690+ million transactions/year 10+ million by-mail/online disc subscribers Digital Download (EST/iVOD/sVOD) 33 of the industry s most prominent licensees across 75+ countries 170+ million transactions/year On Demand TV Linking the Consumer Advanced Demographics National TV 105+ million TVs 9 billion transactions/year Auto Retail Entertainment CPG Political More 20+ million televisions 180 billion transactions/year Mobile TV Internet TV DVD/Blu-ray Retail Sales 38+ million transactions/year 100s of millions of transactions/year 15,000 stores 818 million transactions/year 5

6 National TV Footprint 8.5 Million Homes 225+ Networks All 210 Local Markets Measured 1 Rentrak Home projects to 13 U.S. Homes 6

7 Full Coverage & Transparency Measuring all satellite, telco, cable and over-the-air viewing built from the ZIP code level Producing demographics that the local marketplace needs the cars we drive and the products in our cupboard The Media Rating Council has completed a pre-audit of two Rentrak services. No other STB-based service has been accredited, and no other STB-based service is currently under review. 7

8 Strategic Uses of Exact Commercial Ratings 8

9 Strategic (Beyond Currency) Value for Exact Commercial Ratings Measure Value Delivered What did we get? How does my Exact Commercial Rating compare to the rating of the telecast? Determine Relative Value Could we have done better in this specific case? How does my Exact Commercial Rating compare to other commercials in the telecast? How does my Exact Commercial Rating compare to other spots in the pod? How does my ECR compare to my competitive set? 9

10 Strategic (Beyond Currency) Value of Exact Commercial Ratings Improve Scheduling & Commercial Production Can we make better ads? When does my commercial wear out? Which commercial duration is most impactful? Buy Placement What can we do better in the future? Which networks, dayparts or series work best: by quarter, month, daypart, pod position, position within pod, competitive set and/or specific creative? Which broadcast week garners the highest ECR? Branded Entertainment- Where is additional value? With itvx Rentrak has second by second Branded Entertainment ROI 10

11 Advanced Targeting Enhances Exact Commercial Ratings Direct match of customer or transactional data to target and measure ROI Use advertisers customer data to build segments Broad range of consumer behavioral data Geography Level 3 Targeting Level 2 Targeting Level 1 Targeting Household Level Match Advertiser customer segments Integrated with Simmons, MRI, Epsilon 8M HH 19M TVs 11

12 Exact Commercial Ratings (ECR) Two paths to ECR in Rentrak: Kantar national commercial occurrence information across 76 broadcast and cable networks. Received and processed 12 days after airing 5 second threshold of viewing Custom Schedule Analysis 12

13 Rentrak Examples 13

14 ECR vs. Program 14

15 ECR vs. Program In the 10/7 episode of 60 Minutes, the Subway ad, which starts in the 3 rd pod, has a higher rating (14.60) than the telecast average (12.90). 15

16 ECR vs. Pod Position 16

17 ECR vs. Pod Position When we look at the entire 3 rd pod for 60 Minutes, that Subway ad clearly benefits from first position placement, rating 0.62 points higher than the pod average (13.98) pod average 17

18 ECR vs. Commercial Average 18

19 ECR vs. Commercial Average Commercial Average = 6.83 ECR can also demonstrate the difference between an ad s performance and the entire commercial average. A trailer for Frankenweenie in Modern Family for instance, that wasn t in the first pod or even a first position, out performs the total commercial average. 19

20 ECR : Competitive Analysis 20

21 ECR : Competitive Analysis ECR allows users to directly compare advertising to competitors. In this telecast example, Allstate benefits from a last, non-promo position which drives a higher rating than Geico s middle position. 21

22 ECR : Network & Series Performance ECR can convey a wealth of summarized information about buys, including which networks or series work best for any amount of time, by daypart, by pod, by position, by competitive and creative. 22

23 ECR : Network & Series Performance For E*Trade, we can see that the buys on CNBC, GOLF, NBC SPORTS, etc. performed better for the high net worth audiences 23

24 ECR : Commercial Duration ECR compares the various commercial durations from a campaign in any number of ways. 24

25 ECR : Commercial Duration Here, E*Trade s :15 spots not only have a higher basic rating, but also have a higher ad-to-telecast ratio than the :30s. This means that the :15 spots not only rate higher, but also perform better when controlled for the show environment they re in. 25

26 ECR Flowchart Here we see ECR data put together from broadcast weeks, networks, series, demographics, etc. to essentially rebuild a potential competitor s entire Q1 schedule based on REAL ECR GRPs. 26

27 Branded Entertainment itvx and Rentrak monitored and appraised Branded Entertainment (BE) within NBCU s coverage of the London 2012 Olympics: An Exact Commercial Audience An Exact Branded Entertainment Audience Ability to combine both Branded Entertainment and Commercial metrics Comparison across advertisers Comparison between BE and traditional commercials Quantification of incremental added value of Branded Entertainment 27

28 London 2012 BE Examples Audience Size IN MILLIONS OF TV HOUSEHOLDS Advertiser Exact Average Audience (Commercials) Exact Average Audience (BE) # of Ads # of BE Events BE to Ad Index AT&T BP Chevrolet Citibank Coca-Cola McDonald s P&G Visa Week One Only P&G s BE placement outperformed their ad placement. 28

29 Exact Commercial Ratings offer a wealth of strategic leverage points. Rentrak will give any advertiser a free schedule analysis: Contact Evan Goldfarb, SVP, Agency Sales 29

30 Bruce Goerlich Chief Research Officer Blog: BruceGoerlich.com January 22,

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