NBC Universal inks mobile metrics deal with Rentrak

NBC Universal announced a multi-year agreement with Rentrak Corporation to use the information management firm's Mobile Essentials service to track mobile video downloads, text messaging and other anonymous wireless user data. The Mobile Essentials tool--in trials with NBCU Mobile since early 2008--promises to analyze consumer behavior trends and track data in hard-to-aggregate formats such as video clips, SMS, ringtones, games and wallpapers, offering programmers, advertisers and operators more efficient and immediate results than conventional market research and consumer panel studies. In addition to mobile data, Rentrak processes on-demand television information spanning more than 54 million set-top boxes.

For more on the NBCU/Rentrak deal:
- read this release

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