MUMBAI: Rentrak has introduced Rubik, an analytics platform that gives clients the power to analyze viewing patterns, advertising exposure and the products viewers use and buy against Rentrak's TV audience ratings.

Rubik, which is already in use with 10 major national networks and one major agency holding company, contains Rentrak's unique Advanced Demographics, which merge TV viewing with information about the products consumers buy and the cars they drive.

The platform allows networks and advertising agencies to understand and identify the most relevant target households. Among Rubik's features is the ability to combine different segments into a campaign target so that custom reach and frequency reports can be defined and calculated.

“Rubik is the ultimate tool for optimized planning and TV buying at a national level. Do you remember playing for hours and weeks on end as a child with the Rubik's Cube? I remember being amazed by its complexity and, yet, its simplicity. Our new analytics platform has taken something very complex - TV viewing merged with the products viewers buy, how they vote, and the cars they drive - and made it simple. Think about a cube, not with nine boxes on a side, but with an endless number on each side. Rubik allows clients to perform complex analytics that help unlock the value of television programming and advertising content with viewers as the target,” said Rentrak vice chairman and CEO Bill Livek.