Executive Summary of Original Research Conducted by Rentrak, comScore, and The Intelligence Group **Bruce Goerlich, Chief Research Officer, Rentrak Joan FitzGerald, VP, Television and Cross-Media Solutions, comScore, CEO, Mobilewalla Allison Arling-Giorgi, Sr. Director of Strategic Innovation, The Intelligence Group – a division of CAA Moderated by: Marc Siegel, Director of Sales, Bloomberg Radio

1. How to Win
With Advanced
Targeting
Bruce Goerlich
Chief Research Officer
March 13, 2013

2. National Footprint: 8.7 million
Households/22 million televisions
1 Rentrak HH projects to 13 National HHs
2

3. Rentrak is the Only Company to
Integrate Viewing Data from all
Operator Types
CABLE SATELLITE TELCO
TV Essentials provides a nationally representative view of consumer’s viewing
habits from 22M televisions for advanced targeting television decisions tied to
consumer behavior and geography
3

4. Rentrak Advanced Targeting
Capabilities
Direct match of customer Geography
or transactional data to target Household
and mearsure ROI Level 3 Level Match
Targeting
Use advertisers’ Advertiser customer
customer data to build segments
segments Level 2
Targeting Integrated with
Broad range of
Simmons, MRI,
consumer
Epsilon
behavioral data
Level 1
Targeting
8.7M HH
22M STB
4

5. Obama For America (OFA)
• OFA identified 44 TV markets of interest
• 25 million-household voter list
• Match period was from August 2011 to October 2012
• 8 to 10 core segments
• OFA had a name/address file (voter file) and different
segments/targets associated with records in that file
• The OFA file was matched in a privacy-compliant manner with Rentrak TV
households
5

6. Obama For America (OFA)
• For both historical information and on a go-forward basis,
Rentrak provided daily station and network quarter hour
intelligence, within these 44 markets, to OFA and their
agency
• OFA utilized this intelligence to plan their media buy, and
to measure the effect of their media buy
6

7. Segments Led to Different Program Selection
7

8. Obama For America (OFA)
• OFA indicated they had ~20% more efficient buy using
these targets as compared to traditional targeting
• Their buys went 60 networks deep compared to 18
for Romney
• Far wider buys were also made across station line-ups
8

9. Summary
• Rentrak’s footprint of millions of households allows
advertisers to hone in on Advanced Demographics
• Winning elections!
• Winning efficiency!
9