MUMBAI: Rentrak has acquired SponsorHub, the Big Data platform for the sports and entertainment industry, offering proprietary social media measurement for sports, political and advertising brands.

SponsorHub offers the most trusted industry benchmarking for top brands in the sports technology and entertainment space. Its tools measure and track brand engagement in sports and branded entertainment initiatives, ranging from the Olympics and World Cup, to TV and movies.

Rentrak's acquisition of SponsorHub advances its mission of providing unprecedented audience measurement and targeting to enable marketers to reach the right audience at the right time. Through its acquisition of SponsorHub, Rentrak will offer products that measure the effect of social media on television, dynamic ad insertion, online video advertising, movies and branded content integration.

“TV continues to be more social and our industry-leading analytics greatly complement Rentrak's services. The combination of Rentrak's current products with SponsorHub's social media SaaS platform will provide the most precise set of tools to measure the effect of social media. We're looking forward to the new products that will be developed through this acquisition,” said SponsorHub CEO Robert Johnston.

“We are excited to add social media measurement to our TV Everywhere products, as it will give additional transparency and purchasing flexibility for brands and agencies through SponsorHub's social media products,” added Rentrak vice chairman & CEO Bill Livek.