--Rentrak's Ad Retention Index Shows Second-By-Second Viewing from 15 Million Television Sets--

PORTLAND, Ore., Feb. 8 /PRNewswire-FirstCall/ -- Rentrak Corporation (Nasdaq: RENT), a leader in multi-screen media measurement serving the entertainment and advertising industries, has produced preliminary second-by-second viewing analysis of yesterday's Super Bowl's advertising levels. Ads in the Super Bowl achieved the same level of viewing as the game itself. People remained tuned into the ads and there was very little channel changing. Ads are an exciting part of the whole Super Bowl experience.

(Photo: http://www.newscom.com/cgi-bin/prnh/20100208/SF51390)

Rentrak's Ad Retention Index looks at the second-by-second average for commercials and pods and compares them to the average for the entire program. As the graph shows, the game built an audience during the first two quarters, fell a bit during half time, and really soared in the 4th Quarter as the Saints came in with their winning plays. Both how commercials were dispersed during the game (many being in the higher rated second half), as well as the amusing and interesting stories they told, led to an Ad Retention Index of 99.95, meaning only a half of one percent watched less of the ads on average than the game itself. The highest scoring ad was the last one of the broadcast, CBS's promotion for the "Mentalist."    

Bruce Goerlich, Rentrak's Chief Research Officer said, "Only Rentrak, with the millions of set-top-boxes in our database, can perform an analysis at this level of granularity so quickly. We are able to look at early reporting boxes to get a handle on the game's performance."  

The ARI's for the individual commercials will be posted on Rentrak's web site- www.Rentrak.com.

About Rentrak Corporation

Rentrak Corporation (Nasdaq: RENT) is a global digital media measurement and research company, serving the most recognizable companies in the entertainment industry. With a reach across numerous platforms including box office, home entertainment, on-demand and linear television, broadband and mobile, Rentrak is headquartered in Portland, Oregon, with additional offices worldwide in Los Angeles, New York City, Miami/Ft. Lauderdale, Argentina, Australia, China, France, Germany, Mexico, Russia, Spain and the United Kingdom. For more information on any of Rentrak's services, please visit www.Rentrak.com.

SOURCE Rentrak Corporation

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