Rentrak Corporation is a provider of multi-screen media measurement services.
National Geographic Channel and Nat Geo Wild will now have access to the most granular TV viewing data to help understand their viewers.
The channel's recently introduced Nat Geo Mundo, a Spanish-language network extension of its flagship National Geographic Channel brand launching July 1, 2011, will also benefit from Rentrak's TV Essentials database of millions of reporting households to provide insights the National Geographic Channel team needs to grow and expand its newest content offering.
A long-time OnDemand Essentials subscriber, National Geographic Channel signed a contract with Rentrak earlier this year for access to the company's new Ad Essentials service which is the first system to offer third party reporting and verification of advertising impressions delivered on the video-on-demand platform.
Brad Dancer, senior vice president of research and digital media at National Geographic Channels, said: â€œRentrak's suite of services from OnDemand Essentials to TV Essentials offers a unique set of tools for us to analyze more specific viewer behavior across our networks. We believe that TV Essentials and OnDemand Essentials are important tools in continuing to build our audiences on TV and video-on-demand.â€
Carol Hinnant, senior vice president of national network sales and advanced media & information division at Rentrak, said: â€œNational Geographic Channel's support of TV Essentials confirms their commitment and confidence in Rentrak as an effective TV database measurement currency.â€
Will the expanded deal commercially benefit the firms?
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