Rentrak said it acquired SponsorHub, which provides social media measurement.
SponsorHub pioneered social media analytics in sports, across multiple platforms, the company said.
Its X-Stream product helps advertisers appropriate the billions of dollars spent on sports and entertainment campaigns, the company said. X-Stream provides a real-time consumer impact index and key emotional metrics derived from billions of social conversations around athletes, celebrities, teams, leagues and brands.
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, the company said.
“TV continues to be more social and our industry-leading analytics greatly complement Rentrak’s services,” said SponsorHub CEO Robert Johnston. “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.”
Terms of the deal were not disclosed.
“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,” said Rentrak CEO Bill Livek.
Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.
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