MUMBAI: Rentrak has entered into a TV ratings and Video on Demand measurement agreement with Viacom Media Networks.

Viacom will utilize Rentrak's Advanced Demographics measurement capabilities, which include Rentrak's viewing information and integrated purchase information from IRI, Shopcom and IHS Polk's Automotive segmentations.

Rentrak's advanced analytical technology will support Viacom's ability to precisely target consumer audiences. Rentrak provides access to a broad range of consumer insights from the cars consumers drive to the products in their shopping carts. This capability supports Viacom's advanced data approach, including the recently announced Viacom Vantage, a data-driven advertising product that gives advertisers the flexibility to define and reach custom audiences.

Viacom Media Networks executive vice president of strategic insights and research Colleen Fahey Rush said, "Viacom is leading the industry with a comprehensive approach, fusing the power of research and insights to drive value and opportunity. Our partnership with Rentrak further strengthens our insights arsenal and our ability to unlock new levels of targeting."

"We are excited to welcome Viacom to our growing list of national network clients. We are proud to partner with them to support their products and look forward to helping them gain greater insights that will highlight the value of their audience through our measurement and analytics," added Rentrak vice chairman and CEO Bill Livek.

Rentrak's television ratings service is the only fully-integrated system of detailed satellite, telco and cable TV viewing information from more than 31 million TVs nationwide including granular information for TV stations and cable networks in all 210 local markets.