Rentrak's Ratings Show Blackout Did Not Affect Super Bowl Viewership
by PR Newswire
PORTLAND, Ore., Feb. 4, 2013 /PRNewswire/ -- Rentrak (NASDAQ: RENT), who precisely measures movies and TV everywhere, did an analysis of Super Bowl XLVII which includes box office information, advertising exposure levels and social media commentary, with a highlight of the affect of the third quarter blackout.
Audience levels remained stable and even grew through the 34-minute blackout, as the graph below shows, with the blackout indexing at 100 compared to the total game.
Ad exposure was nearly equal to viewership of the entire game despite the fact that many spots from major sponsors like Taco Bell premiered online prior to Sunday's big game. According to Rentrak's database of over 20 million televisions, the average ad delivered 94% of the audience when compared to viewership of the whole game.
The most-watched ad of the game was Samsung's Galaxy commercial in the exciting fourth quarter with a 117 index according to Rentrak's Ad Retention Index (ARI) which looks at the second-by-second viewing average for commercials and compared them to the entire program. The details for the ads can be found at: http://www.rentrak.com/Superbowl2013.html
Rentrak's cross-platform results, coupled with information generated by social-TV analytic company, Bluefin Labs, reports the ad that received the highest social media response was the Dodge Ram Trucks "Farmer" commercial with over 400,000 social media comments. The Dodge ad scored a 110 ARI.
The Super Bowl drew many people from movie theaters back to their homes as box office ticket sales fell by 66% from Saturday to Sunday. On a typical Sunday, the decline is only around 40%.
Bluefish provides its entire social media report at: http://bluefinlabs.com/superbowl/
About Rentrak Corporation:
Rentrak (NASDAQ: RENT) is the entertainment and marketing industries' premier provider of worldwide consumer viewership information, precisely measuring actual viewing behavior of movies and TV everywhere. Using our proprietary intelligence and technology, combined with advanced demographics, only Rentrak is the census currency for VOD and Movies. Rentrak provides the stable and robust audience measurement services that movie, television and advertising professionals across the globe have come to rely on to better deliver their business goals and more precisely target advertising across numerous platforms including box office, multiscreen television and home video. For more information on Rentrak, please visit www.rentrak.com.
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SOURCE Rentrak Corporation