New VOD ratings tools are in the works

02/1/2012 | MediaPost Communications

A&E and other cable networks are exploring a "hybrid blending methodology" for video-on-demand ratings that would use transaction data from Rentrak and TV demographic information from Nielsen. Rentrak also is working on an "ad retention index" that would determine what portion of ads are being shown, with the goal of achieving the VOD version of Nielsen's C3 ratings.

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