Rentrak Reports Engagement Metrics for Week Ending July 25, 2010

PORTLAND, Ore., Aug. 2 /PRNewswire-FirstCall/ -- Rentrak Corporation (Nasdaq: RENT), a leader in multi-screen media measurement serving the entertainment and advertising industries, released the "Stickiness Index" for the week ending July 25, 2010. The Stickiness Index lists the top-20 primetime programs (30-minute, 60-minute and 120-minute) based not only on the size of the audience, but also the level of viewer engagement.

The Stickiness Index is an engagement metric based on the average percentage of the program watched by all viewers divided by the average percentage viewed for all series of that duration during Monday-Saturday primetime (8pm-11pm) and Sunday primetime (7pm-11pm).  This new media currency is provided by Rentrak's TV Essentials service which is the only fully-integrated system of detailed satellite, telco TV and cable viewing information from millions of televisions nationwide.

Programs with the most engaged viewers will have higher Stickiness Indexes, indicating that more of the audience is tuned-in for the duration of the program.  

The "Stickiness Index" is the average percentage of the program viewed, divided by the average percentage viewed for all programs of that duration (i.e. 30 min, 60 min, or 120 min). Monday-Saturday primetime (8pm-11pm) and Sunday primetime (7pm-11pm) programs, includes roll up of air times. Excludes local programming and all premium non ad-supported channels.

About TV Essentials

Rentrak's TV Essentials is a comprehensive suite of research tools that enable customers to analyze anonymous audience viewing of programming and advertising across VOD, DVR, interactive and linear television. Utilizing proprietary technology to process massive amounts of click-stream data, the TV Essentials system is able to aggregate and report second-by-second information from millions of digital set-top boxes. The system can isolate individual market, network, series, or telecast performance, administer national and local estimates, and provide an evaluation of influencing factors such as psychographics and demographics.

About Rentrak Corporation

Rentrak Corporation 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, video on demand and linear television, broadband and mobile, Rentrak has developed more efficient metrics to be used as alternative currencies for the evaluation and selling of media. Rentrak is headquartered in Portland, Oregon, with additional offices worldwide. For more information on any of Rentrak's services, please visit www.rentrak.com.

SOURCE Rentrak Corporation